Astral Media expands Virgin Radio deal

Three new Virgin stations will target different segments.

Astral Media has partnered with Virgin Radio on three more branded radio stations in Canada. In January, 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 group, joining the previously launched Toronto channel.

The partnership between Astral Media and Sir Richard Branson’s Virgin Radio International launched with the introduction of Virgin Radio 999 in Toronto this August, and the first Virgin Radio station in North America is off to a good start. ‘Virgin Radio 999 has surpassed 1,000,000 listeners in the recent BBM survey’ Rob Braide, VP, branding and communications, tells MiC.

Braide says the four stations will have a host of ad opportunities that include interactive, online and other in built sponsorship opportunities.

The Vancouver and Montreal Virgin Radio stations launching early January will focus on the hot AC format with a target of 25- to 49-year-old adults. Virgin Radio Ottawa, also launching in January, will build on its heritage to feature a re-energized rock format aimed at 25- to 54-year-old men.