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Virgin Radio set for comeback on new Sound Digital platform Virgin Radio set for comeback on new Sound Digital platform
(about 3 hours later)
Virgin Radio is to return to the UK airwaves, along with two spin-off TalkSport stations and a host of new nationwide broadcasters as part of a new wave of digital radio stations. Virgin Radio is to return to the UK airwaves, along with three spin-off TalkSport stations and a host of new nationwide broadcasters as part of a new wave of digital radio stations.
The rock and pop music brand owned by Richard Branson is one of 14 stations that will launch on Sound Digital, the second national commercial digital platform licensed by media regulator Ofcom on Friday.The rock and pop music brand owned by Richard Branson is one of 14 stations that will launch on Sound Digital, the second national commercial digital platform licensed by media regulator Ofcom on Friday.
Branson has long wished to relaunch Virgin Radio. Still broadcasting in a number of countries around the world, the Virgin brand disappeared in the UK in 2008 when the station, once owned by Chris Evans, was rebranded Absolute Radio.Branson has long wished to relaunch Virgin Radio. Still broadcasting in a number of countries around the world, the Virgin brand disappeared in the UK in 2008 when the station, once owned by Chris Evans, was rebranded Absolute Radio.
Sound Digital, owned by TalkSport parent UTV Media, Absolute Radio owner Bauer Media and transmission company Arqiva, beat a rival beat, Listen2Digital, which would have seen the return of a new sports station backed by former TalkSport owner, Kelvin MacKenzie. Sound Digital, owned by TalkSport parent UTV Media, Absolute Radio owner Bauer Media and transmission company Arqiva, beat a rival bid, Listen2Digital, which would have seen the return of a new sports station backed by former TalkSport owner, Kelvin MacKenzie.
Related: Virgin Radio could return to airwaves in digital rebootRelated: Virgin Radio could return to airwaves in digital reboot
The new stations are expected to launch in March next year and will see around a doubling of the national digital stations currently available on digital audio broadcasting radio.The new stations are expected to launch in March next year and will see around a doubling of the national digital stations currently available on digital audio broadcasting radio.
The second wave of national commercial digital stations has been a long time coming. The second national digital licence was first awarded by Ofcom seven years ago, to a Channel 4-backed consortium, only for the broadcaster to pull the plug.The second wave of national commercial digital stations has been a long time coming. The second national digital licence was first awarded by Ofcom seven years ago, to a Channel 4-backed consortium, only for the broadcaster to pull the plug.
More details to follow ... Digital radio has not matched the popularity of digital TV, which grew at such a rate that the analogue TV signal was switched off in 2012 after a remarkably smooth switchover scheme.
But all talk of radio switchover has been put on the backburner, with the majority of listening still to analogue services on FM or AM.
In-home digital listening overtook analogue for the first time at the end of last year, but overall - including cars - only 37.9% of all listening is on digital.
DAB radio remains by some distance the most popular digital platform but it remains to be seen how it will fare in the long term in an era when online streaming is commonplace.
The new line-up of national commercial stations includes three TalkSport spin-off station, TalkSport 2, Talk Radio and Talk Business, backed by Bloomberg.
Other stations will include several services already available either nationwide or in large parts of the country on various platforms including Bauer’s Absolute 80s and Planet Rock, and Jazz FM.
The Sound Digital line-up
Virgin Radio - rock and pop musicTalk Radio - news and current affairsTalk Sport 2 - live sport and sports talkTalk Business - business and finance programmesAbsolute 80s - 80s musicMagic Mellow - relaxing and melodic musicPlanet Rock - classic rock musicHeat Radio - pop music, celebrity gossip and entertainmentKisstory - ‘old skool’ dance tunes and anthemsJazz FM - jazz musicSunrise Radio - Asian music and speech programmesUCB Inspirational - Christian musicPremier Christian Radio - Christian music and speechBritish Muslim Radio - Asian music and speech, with elements of Islamic content