Times Infotainment Media Ltd, the subsidiary of the Times Group, is preparing to repackage its very popular UK rock music station brand Virgin Radio as Absolute Radio. Slated to be launched on September 28, the Times Group in the meantime will undertake an exhilarating 16-week multi-platform campaign using the promotional line, ‘Discover Real Music’.

This promotional campaign, it is reported, will be the largest in commercial radio history. The radio listeners can also look forward to getting introduced to a totally fresh line-up of presenters. The Virgin Radio boasts of having over five million listeners in UK and elsewhere, with the largest number of avid listeners in the 15-44 years age group based in London.

There are also plans to branch out into newer domains like stand-alone branded properties, event ownership, TV and customer transactions. Even the very popular official website www.virginradio.co.uk will get rebranded as www.absoluteradio.co.uk. Over 50 per cent of its online visitors are from outside of UK.