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Rebranding reaction Absolutely positive says TIML.
TIML chief operating officer Clive Dickens says that public reaction to Virgin Radio's rebranding as Absolute Radio has been very positive, as the station begins a month-long "cross-fade" between names.
The broadcaster announced the name change on air last Tuesday and will be pushing the Absolute brand to its 5m listeners constantly for the next three weeks before dropping the Virgin name completely in October.
Dickens, chief operating officer of TIML Radio, which closed its #53.2m deal to buy Virgin Radio in June, tells Music Week that the company is taking more of a long-term view with the rebranding.
"We've taken a very different approach to introducing the Absolute brand," says Dickens, who along with fellow former Capital Radio executive Donnach O'Driscoll established Absolute Radio in 2001 as a worldwide radio consultancy, as well as running Oxford's Jack FM and 107.9 FM stations.
"Typically in our sector people go for the short sharp shock strategy and simply change a station name overnight, but we wanted to take ...