Wireless expands Virgin Radio brand

Wireless expands Virgin Radio brand

Wireless has launched two new Virgin Radio UK channels, Virgin Radio Anthems and Virgin Radio Chilled.

The move comes ahead of the launch of Chris Evans’ Breakfast Show on digital network Virgin Radio on January 21.

The new channels are available on DAB digital radio, online and on mobile via the Virgin Radio UK app.

Virgin Radio Anthems targets 35+ audiences, with guitar-led classics from the '60s to the '90s. It is based on the Virgin Radio Anthems feature on Virgin Radio UK. The new channel will also become home to longer-form features celebrating classic albums and iconic anniversaries.   

Virgin Radio Chilled targets 25-44-year-olds with a more laid-back repertoire, ranging from Damien Rice and James Bay to Rag‘N’Bone Man and Sigrid. Building on Virgin Radio’s Red Room feature, the station will also feature acoustic sessions recorded exclusively for Virgin Radio UK, alongside a varied playlist of chilled out songs.

Both stations will also carry the Chris Evans Breakfast Show.

Francis Currie, group content director - music radio at Wireless, said: “Virgin Radio Anthems and Chilled demonstrate our commitment to putting our listeners at the heart of what we do. They’re building out from the DNA of the Virgin Radio UK brand and I’m certain they will provide the perfect music blend for our existing listeners as well as hooking new audiences with their must-listen playlists.”

Scott Taunton, Wireless CEO, added: “Virgin Radio UK is a pillar brand in the Wireless portfolio - and the launch of these two new channels underlines our continued commitment to invest and grow the brand, creating amazing content that delivers. With Chris Evans and his team due to land in the breakfast slot in January, we’re on track to making Virgin Radio UK one of the biggest brands in digital radio.”

 

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