Astral Media Inc., Canada's largest radio broadcaster, today announced that it will roll out the Virgin Radio brand across Canada. In early January 2009, the stations now known as 95 Crave (95.3 FM) in Vancouver, The Bear (106.9 FM) in Ottawa and Mix 96 (95.9 FM) in Montreal will become part of Astral Media's Virgin Radio branded group.
The groundbreaking partnership between Astral Media and Sir Richard Branson's Virgin Radio International was launched earlier this year with the introduction of Virgin Radio 999 in Toronto, which was the first Virgin Radio station in North America.
"This is a milestone announcement, building a solid Canadian presence for the Virgin Radio brand across Canada with four stations in the Astral Media Radio portfolio," said Jacques Parisien, Group President, Astral Media Radio and Astral Media Outdoor. "With Virgin Radio 999 in Toronto surpassing 1,000,000 listeners in the recent BBM survey, the first since its launch in August of this year, the excitement and enthusiasm generated among listeners and advertisers is unprecedented. Astral Media is excited to bring the dynamic and innovative sounds of the Virgin Radio brand to three new Canadian markets.
We are confident that the Virgin Radio brand will invigorate our stations, while offering an entirely new and rejuvenated promise to our clients." Astral Media Radio (AMR) is the largest radio broadcaster in Canada and is increasingly known for introducing innovative new ideas to the radio industry. With the launch of the Virgin Radio brand in three new markets, AMR is challenging the norms of conventional stations and shaking up the radio landscape with a fresh sound and unique new programming formats; delivering a new voice with first class entertainment value to each market.
The Vancouver and Montreal Virgin Radio stations that will launch early in January 2009 will focus on the Hot AC format with a target of 25-49 year-old adults. Virgin Radio Ottawa, also launching in January 2009, will build on its heritage to feature a re-energized rock format aimed at 25-54 year-old men.
Virgin Radio stations are known for dynamic on-air talent, exciting guest hosts and international celebrities. Virgin is the record company that signed the Rolling Stones and countless other bands. The Rock history that is part of the brand will also be a big part of the Ottawa radio station.
More details of exciting additions to the line ups of each Virgin Radio station will be announced on launch day in each market. (Source: Milkman's Tuned In)
Related: Ottawa Radio Guide