The Times of India group, new owners of Virgin Radio have confirmed that they will be unveiling the new identity of the station on Sunday 28th September.
From this date, Virgin Radio will be known as Absolute Radio. This is the biggest change made by TIML (subsidiary of Times of India group) since it bought the station for �53m from SMG in June.
Virgin Radio’s current two digital stations – Virgin Radio Xtreme and Virgin Radio Classic Rock – will rebrand to Absolute Xtreme and Absolute Classic Rock.
The new name, along with the strapline “Discover real music”, will be backed up by a �5 million multi-platform marketing campaign devised by London agency Albion.