Virgin Media Group says Toronto radio station Mix 99.9 will be renamed Virgin Radio under a licensing agreement with Astral Media Inc.
The company announced yesterday that the switch would take position later that day, at 4 p.m. ET.
The station will still focus on the adult contemporary music arrange, which is essentially chart hits, and some changes will be made to the batting order, including a new rush hour show and the addition of a syndicated program from the United States hosted by Ryan Seacrest of American Idol.
�With Virgin Radio we hope to create a totally fresh sound with a brand that appeals strongly to our stream audience and helps us reach out to modern listeners,� said Jacques Parisien, president of the United States of Astral Media Radio and Astral Media Outdoor.
The Mix was acquired by Astral Radio last October as share of the $1.08-billion acquisition of privately held Standard Radio Inc.
The Virgin-branded station is the first-class honours degree of its kind in North America, though it has similar stations across the world in countries like Italy, France and India.
Last hebdomad, Astral Media announced its radio air division was shutting down its online and television classified ad section, TATV, as the commercial enterprise wing continued to misplace customers to free on-line advertising.
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