Rebrand spells the Absolute end for Virgin Radio name

THE Virgin Radio brand is to be lost to the airwaves after its new owner confirmed that the station would soon be relaunched as Absolute Radio.

TIML, part of the Times of India Group, bought the station from STV owner SMG in June but did not buy the brand and was legally obliged to change the name within 90 days of purchase.

But as one Virgin brand is put to bed, another could be set to expand further after it today emerged that Richard Branson's Virgin Atlantic group is lining up a £2 billion-plus bid for Gatwick Airport.

The airline is planning to bid for the airport as part of the proposed break-up of BAA, which could also see the sale of either Edinburgh or Glasgow Airport.

The death of the Virgin Radio brand comes despite it surviving for eight years since being sold by Chris Evans to SMG in 2000,

The brand switch will be completed by October 1.

An Absolute spokeswoman said: "When TIML bought the radio station a decision was taken not to buy the brand licence.

"The Virgin Radio brand licence came with the restriction that the radio station had to remain a UK radio business. In the changing digital media landscape that was not a viable business option.

"We are moving forward and drawing a line under a very successful 15 years of Virgin radio and setting up a new media brand with international aspirations.

The Times of India Group already owns 30 radio stations in India and Absolute Radio said its international ambitions were focused on the North American and European markets.

Donnach O'Driscoll, chief executive of Absolute, said: "We are going to develop this brand, with radio at its core, and diversify the business into other related areas. Our ambition is international – this is just the start."

Meanwhile, Sir Richard Branson, president of Virgin Atlantic, has already held talks with several potential bidding partners, thought to include funds backed by the Dubai royal family, as he lines up a bid for Gatwick Airport.

"We are open to being courted by anyone who is interested in bidding," Sir Richard said.