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Virgin Radio is being rebranded as Absolute Radio, the name of part of the consortium that bought the station from SMG.
The rebrand, which will be accompanied by a strapline inviting listeners to 'discover new music', will be completed by the end of this month.
New hirings include the former Kerrang! DJ Tim Shaw, while the evening presenter Geoff Lloyd moves to the drivetime slot.
Clive Dickens, the company's chief operating officer, said: 'The word 'absolute' was staring us right in the face - it embodies what we stand for. We are ...