Virgin is putting up a fight against Planet Rock and GMG's new Rock Radio network by giving Virgin Radio Classic Rock a major overhaul, which will see the station offer live news and travel updates, along with new programmes, jingles and strapline.
Broadcasting on Sky, Virgin, online and on DAB in London, the station will now enjoy cross-promotion from Virgin Radio, and position itself as the UK's Rock Authority.
A new series of new programmes called “The Classic Artist Hour” will be produced in house to run on the digital station. The series of one hour shows will bring to air classic rock legends such as Mick Jagger, Paul McCartney, Rod Stewart and David Bowie for exclusive, in-depth interviews with the stars, interwoven with singles and album tracks from their classic records.
“Classic Rock has long been a stalwart of rock music and as a result has an extremely loyal following.” Said David Lloyd, Virgin Radio’s programme and marketing director. “Our research amongst our listeners has told us exactly what they want to hear – the revamp means we can give them an even fuller rock experience.”