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Virgin Radio.(THE INSIDER)
Virgin Radio is bolstering its live coverage this summer with broadcasts on the way from events including the V Festival and this coming weekend's Hyde Park Calling.
The station's presence at the two events will follow coverage earlier this month from the Isle of Wight Festival where, in its third year as broadcast partner, it aired complete sets by Coldplay and Richard Ashcroft.
Head of music James Curran says feedback on the Isle of Wight programming via emails and text messages has been overwhelmingly positive and he is quick to emphasise the importance of such events to build awareness of the station's brand.
"There is no other commercial station that undertakes the amount of festival coverage that we do,' he says. "I think it shows how commercial radio can compete with the BBC in the coverage of live music."
V Festival, which takes place on August 19 and 20, will be the station's biggest live event this year with most of its weekend programmes coming live from the festival, while it will also record intimate sets in the Virgin Radio VIP tent for later broadcast.
The live coverage is a small part of Virgin Radio's bid to grow awareness of the brand this year, while its growth across online and digital platforms--which is now used regularly by some 20% of its collective audience to tune in--is encouraging further development of its offerings there. It launched Virgin Radio Party Classics on the Sky Digital platform on June 16, fronted by former Madness singer Suggs, the latest in a line of digital investments that includes Virgin Radio Xtreme for ...
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