Virgin radio will be rebranded Absolute radio on 28 September.

The new name will be launched later this month after new owners Times of India bought the company for £53m in June. As well as a new name, several new “personality DJs” have been hired and the scheduling extensively revised.

Former Kerrang DJ, Tim Shaw and Jo Russell from Trent FM have been hired, whilst Tony Hadley and JK and Joel all leave the station. Other DJs at the station have been given different slots in the shuffle.

The other stations formerly part of Virgin- Virgin Radio Xtreme and Virgin Radio Classic Rock- will also be rebranded to Absolute Extreme and Absolute Classic Rock.

Absolute aims to increase its branded content activities by 20pc by offering listeners new music and less repetition.

[lnk|http://www.featuresexec.com/publications/info_features.php?pubid=10157|_self|Virgin Radio]

[lnk|http://www.featuresexec.com/publications/info_features.php?pubid=11675|_self|Virgin Radio Classic Rock]

[lnk|http://www.featuresexec.com/publications/info_features.php?pubid=11666|_self|Virgin Radio Xtreme]