[4-4-2]

From Media Guardian.co.uk:

Virgin launches digital youth station

Julia Day, radio correspondent
Tuesday August 16, 2005

Not content with taking on Xfm's star DJ Christian O'Connell, Virgin Radio is now poaching Xfm's youth-oriented music and even the "X" in its name, with a new digital-only radio station.

But whether Virgin Radio Xtreme will be able to purloin Xfm's listeners into the bargain remains to be seen.

Xtreme is aimed at an audience of 15-year-olds who want to listen to a pure diet of guitar-based rock, cutting edge pop and nothing else.

Established indie rockers such as the Foo Fighters and Green Day will rub shoulders with new bands such as Razorlight and Kaiser Chiefs and cutting-edge pop from the likes of Bloc Party and Hard-Fi on the station's playlist.

Paul Jackson, the acting chief executive of Virgin Radio, said Xtreme would differ from Capital Radio's Xfm and Emap's Kerrang! stations - both of which are available on digital radio and are being primed as national brands by their owners.

"Virgin Radio Xtreme will be the most contemporary station around. It is not about broad appeal, we're going to get in there and be niche. You won't hear all the classic tracks you hear on Xfm and Kerrang!" said Mr Jackson.

There will be no live programming on the station when it launches on September 5, but in the new year news bulletins will be added to the music news and gig guides every hour.

Xtreme is one of three new digital stations Virgin is planning in a bid to create niche stations with appeal for both genders across every age group.

It will be aimed at a younger male audience than its parent station, Virgin Radio, which has already spawned a digital station for older audiences - Virgin Classic Rock.

And to target a female audience Virgin is planning two spin-offs from existing classic soul and disco digital station the Virgin Radio Groove - an urban/R&B service for younger girls and one for older listeners.

Mr Jackson said using the Virgin name across each of its spin-off stations gives them something all of its rivals are desperate to create: a nationally recognised brand.

"The power of the brand is enormous. Everyone is trying to create a national brand, consolidation in the radio industry is all about creating national brands and we've already got a massive one. If we don't use it then we're missing a trick," he added.

Virgin's two existing digital radio stations contribute 18m listening hours a week to the company, with Virgin Radio Classic Rock attracting an audience of 127,000 and 74,000 listening to The Virgin Radio Groove.

[Inkblot]

So not as good as Liquid then...

[Otis]

http://www1.virginradio.co.uk/xtreme/index.html

[Westward]

Is it satellite only then?

[wannado]

DAB in London area and on the website too

[roadshow2006]

Or The Storm...

[Westward]

Originally Posted by wannado

DAB in London area and on the website too

Thanks. I was concerned that they would try and cram it on to Digital One by reducing the existing Virgin Radio service to mono.

[timo_w2s]

Originally Posted by wannado

DAB in London area and on the website too

Which mux?

[jeremybailey]

Originally Posted by wannado

DAB in London area and on the website too

One question, where does it say its going to be on dab, and where does it say in London?

J

[airwaves]

Originally Posted by jeremybailey

One question, where does it say its going to be on dab, and where does it say in London?

J

MediaUK confirms its going to be online, Sky Digital, and DAB in London

Originally Posted by airwaves

MediaUK confirms its going to be online, Sky Digital, and DAB in London

If anyone would know, it's going to be them.

I look forward to this - just really hope they do a 160k Ogg feed so I can listen at work. I bet they go on Eurobird though.