Digital choice: Virgin Radio

Radio stations have become true media brands and embraced the plethora of platforms available to strengthen the brand and urge more listener interaction.

Their websites are the hub that connects their stations with their listeners. This month Virgin Radio has revamped its website; its users will have high expectations, as it claims to be the most listened-to radio station on the internet.

The site provides a facility to listen live, info on DJs, and easy links to email shows. Its most impressive aspect is the attempt to create an online community around the Virgin Radio brand, with the intention of becoming more of a music-destination site.

It should be pretty addictive for music fans who want to find out more about their favourite bands, chat with peers, buy albums and tickets, and enjoy Virgin Radio VIP perks. Go to the page on Paolo Nutini and you can listen to recent interviews or a live set from V Festival, as well as watch videos.

The site contains all the essential information, but Virgin Radio has also understood that the content is as important for delivering listeners as its radio bandwidth. As advertisers bind up web and radio activity, the Virgin site is an attractive option. The ability to engage with and 'live' the brand should detain people for a while and deliver the most value.

Website: In-house.

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