Originally Posted by russellelly:
“Edith seems like a smart choice for breakfast - trying to take on Moyles and O'Connell (and indeed Evans) with another talk/comedy based breakfast show is probably a non-starter, so I can imagine a more music focused breakfast show working well.
Kate's proved herself to be a very competent DJ and is a household name (isn't she?).
When Virgin was originally proposed I'm sure it was only to be presenter led at breakfast (and drive?) and automated the rest of the time, so this seems fairly ambitious. Question is, in a world with Absolute and Radio X, as well as Kerrang and 6music, is there room for Virgin?”
UTV brand is TALK. They have 4 streams to fill.
1) talkSPORT 2 is the obvious 1st station with programme-sharing making it financially viable
2) talkRADIO was the original station for 1089/1053. So they must be an audience for it
3) news type so talkBUSINESS. Decided it would require too much resources to setup so outsourced to Share Radio
4) That is sport, chat and news so no other TALK alternatives. So need to use the spare station as music. With an already crowded market with stations like Absolute, Radio X, Kerrang and 6music, this station needs something to attract listeners. So they have licenced the familar "Virgin Radio" name. They are also launching with a full lineup so it doesn't sound like a "cupboard station". But with FM stations like Jack, Sam, Fire financially required to be cut to the bone, the full lineup on Virgin Radio will only be short-lived (when they see the RAJAR figures). Enjoy it whilst you can!