Virgin Radio becomes content creator
Virgin Radio is launching a new division to provide customised, branded audio content to third-party clients.
The Virgin Radio Audio Business division has been created to exploit growing demand for branded content by third-parties.
The division will pit Virgin Radio against radio production companies, specialist branded content and advertising agencies.
It will offer clients a production service for download and podcast audio offerings, as well as audio streams for retail and travel networks.
The division will be led by the Paul Sylvester, who joins as Virgin Radio Audio business manager.
He joins from Global Radio, where he was content manager, and will report to Virgin Radio's programming and marketing director, David Lloyd.
09-Jan-08
1 comment:
Greg Turtle comments:
Virgin radio is the latest station to offer clients bespoke branded audio content. There are already a great number of small production companies offering this service, as well as some of the heavyweight media owners such as GCap. The bespoke content on offer includes podcasts and other downloadable material. Weekly podcasts have the potential to acquire loyal audiences on a large scale, and have no time constraints as they are downloadable indefinetely. As yet, few large national advertisers have chosen this approach, but if the production quality continues to improve and conclusive figures regarding effectiveness are produced then this will surely change.
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