The UK broadcaster is the latest radio provider to exploit the high tech market in a bid to expand its audience base. Last week, Microsoft’s online music store MSN Music and publishing company MediaBay announced plans to offer shows from the golden age of radio online.
Using technology from Sydus, Virgin Radio said it will be available over third generation mobile phones later this year, with digital stations Virgin Radio Classic Rock and Virgin Radio Groove expected to follow.
Virgin Radio intends to offer Sydus’ free software on its web site to enable users to download the product, which will install a Virgin Radio player on their mobile phones and provide access to the station via hands-free headsets.
The radio station hopes this move will extend its customer reach, with over 14.9 million consumers already able to use the service.
