Digital station Virgin Radio Groove is to shut down before the end of the year, as owners SMG concentrate on their core brand values of provding rock and pop services. Additionally, Virgin Radio Viva which was expected to launch on 4 Digital next year will now not go ahead.
Virgin Radio Viva would have been a new digital station for fun, young and fearless females aged 15-29. Aimed at girls who like to party and listen to music in style, the station set out to play the best of pop and the latest hits. 4 Digital will now search for another partner to provide a similar service.
Virgin Radio Groove currently broadcasts non-stop soul, motown and disco to London on DAB each evening, and on Sky channel 0202.
It is thought other radio stations sharing the Virgin brand are safe – Virgin Radio Classic Rock and Virgin Radio Xtreme will continue to operate and develop as normal.
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