TIML plans new Virgin, but not as we know it.

New Virgin owner plans download subscription service and rebranding

Virgin Radio's new owner is preparing to launch an online music subscription service as one of a number of planned spin-off initiatives.

TIML Golden Square, which is expected to complete its #53.2m purchase of the station in a fortnight's time, is looking to launch the subscription service by the end of Q1 next year following a rebranding exercise this autumn when the station will lose its Virgin name.

The radio station will be operated and managed by TIML Golden Square minority shareholder Absolute Radio, with programme and operations director Clive Dickens noting there are "a dozen things" the new ownership wants to introduce to expand the operation simply from being a traditional radio station.

"High on the list is music download subscriptions," he says. "I've never been convinced radio stations can drive the single-track download model because it's driven by existing players, but what is important for the music industry is to find a market for music subscriptions.

"In my opinion they will be consumed by a completely different type of consumer, and radio stations are in a strong position to help the music industry to develop the take-up of this."

The subscription service will figure as part of what TIML plans will be more than #15m invested to develop and roll out the new brand for what is described as "bringing even more innovative audio experiences to existing and future audiences".