Virgin overhauls Classic Rock digital radio station

Virgin Radio Classic Rock is being positioned as the “UK’s Rock Authority” as part of an overhaul of the digital station. It will also have a series of new shows and live news and travel for the first time.

The new strapline, which has been developed in-house, will be used across all of its advertising, including online and on-air, and the revamped station will be also promoted on the main Virgin Radio service.

Virgin is also seeking sponsors for Classic Rock, which was launched in 2004, and deals may also be cross-promoted on the main station.

Classic Rock’s new shows include The Classic Artist Hour, live news, sports and traffic and travel. Its Classic Rock Quiz is also being relaunched online.

David Lloyd, Virgin Radio programme and marketing director, says: “Our research among our listeners has told us exactly what they want to hear – the revamp means we can give then an even fuller rock experience.”

The station has 250,000 listeners every week and around 1 million hours of listening, according to the latest Rajar figures. It plays a mix of older artists, such as Led Zepplin and Queen, alongside the likes of Oasis and U2.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here