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Virgin playlist revamp targets older listeners.
Virgin Radio is revamping its music policy to attract what programme director Henry Owens refers to as the "musically disenfranchised".
The refocused programming is an attempt to grow its 30- to 40-year-old mainly male target audience within the station's wider remit of 24- to 40-year-olds, according to Owens.
"Most stations embrace the trend for manufactured music and the overnight hits to compete for the 15- to 24-year-olds. There is little point of differentiation. Now Virgin is creating a point of difference while super-serving the 30- to 40-year-olds, particularly in London where that market is growing. There is a recognition again of well-structured pop-rock songs," he says.
He adds, "The amount of chart music currently being played is incompatible with what a large percentage of adults want from their radio station."
The music policy changes follow a period in which the station's audience figures have stagnated during the past few sets of Rajar ratings sweeps for the national AM and London FM service.
The revamped station's musical output will consist of new material from acts such as Stereophonics, Coldplay and U2 alongside ...
- Radio 1 listeners slump to their lowest-ever level; BBC CHIEFS DISAPPOINTED BUT...
- Newspaper article from: The Evening Standard (London, England) Paine, Andr July 31, 2003 700+ words
...Nihal who play Asian dance music. Bosses are convinced their music policy means they can claim some credit for the success of acts like...per cent, beat pop stations including Radio 1, Kiss and Virgin. Classic FM managing director Roger Lewis said: "These...
- Here is the news -- there will always be a Virgin: Although Virgin is losing...
- Magazine article from: Marketing Week Bareham, Howard February 7, 2002 700+ words
...when Penk joined Virgin his following of...at the changes in music policy that have not sat...beginning of the end for Virgin. The recent changes to its music policy need to be seen through...cutting-edge humour Virgin was once renowned...
- Virgin prepares to take the initiative.
- Magazine article from: Marketing Week Singh, Sonoo March 1, 2001 700+ words
...number of listeners tuning in to Virgin each week (reach) in the...fell eight per cent. While Virgin's FM station posted a 0...appointment follows the "revised music policy" announcement made by SMG...Industry insiders agree that Virgin Radio needs to re-establish...
- ONWARD VIRGIN SOLDIERS.
- Newspaper article from: The Evening Standard (London, England) Plunkett, John January 30, 2002 700+ words
...is this ruthlessness, say Virgin's critics, that lies behind...stable and loyal audience. "Virgin is a hungry commercial animal...down. Its programming and music policy is always chopping and changing...its programming executives. Virgin chief executive John Pearson...
- 3am: CHRIS IS TUNED IN FOR A SCRAP; EXCLUSIVE: but his enemiesmust sell the...
- Newspaper article from: The Mirror (London, England) May 24, 2002 700+ words
...mine, meaning, they can sell Virgin Radio to at least two parties...present the breakfast show. "Virgin Radio has never come close...mould what was going on, the music policy changed four times and efforts...Evans - who sold his stake in Virgin to Scottish Media Group for...
- The Diary: 'Turn-off' Spice Girls are banned by Virgin Radio.(News)
- Newspaper article from: Sunday Mirror (London, England) January 28, 2001 700+ words
...split, they've been dropped by Virgin Radio from its latest playlist...must be having the last laugh - Virgin is run by her close friend and...no-play" artists listed by Virgin in a shake-up of its music policy.
- Politically Diverse Speakers to Address Future of Music Policy Summit.
- Press release article from: PR Newswire April 22, 2004 700+ words
...the music/technology industry. More than 70 panelists and 700 participants will gather for the fourth annual Future of Music Policy Summit, being held at George Washington University's Lisner Auditorium. During the summit, experts and audience members...
- Second Annual Future of Music Policy Summit Announced; January 7-8, 2002 --...
- Press release article from: PR Newswire November 15, 2001 700+ words
WASHINGTON, Nov. 15 /PRNewswire/ -- The Future Of Music Coalition is pleased to announce the Second Annual Policy Summit -- taking place on January 7th and 8th, 2002 at Georgetown University in Washington, DC. Over 700 musicians, lawyers, artists, academics, and policymakers will come together to