Wireless has soft-launched Virgin Radio Groove using DAB+ in London and DAB in Scotland.
The original Virgin Radio Groove operated from 2000 to 2008 under previous owners although it was known simply as The Groove until 2004.
The resurrection of the name comes 12 months after the launch of both Virgin Radio Anthems and Virgin Radio Chilled, which started life in December 2018.
Virgin Radio Groove will carry the Chris Evans Breakfast Show with Sky, followed by a weekday lineup including Chris Brooks (10am-2pm), Steve Denyer (2pm-6pm) and Bam (6pm-10pm).
Mike Cass, Content Director for Virgin Radio, told RadioToday: “It’s been a phenomenal 12 months for Virgin Radio. Chris Evans returned to his spiritual home and has produced a year of outstanding radio. Virgin Radio UK is flying and Virgin Radio Anthems and Virgin Radio Chilled have established themselves as firm favourites on the digital dial.
“The launch of Groove highlights the next phase of Wireless investment in Virgin Radio. It will become the go-to destination for all anyone looking for music to make them move.”