Virgin Radio launched what it claims is the first third-generation radio player, enabling listeners around the world to tune in to the U.K. station’s broadcasts on their handsets.
The service, powered by mobile music company Sydus, is available to high-speed 2.5-generation or 3G users with free software subscribers can download through Virgin Radio’s WAP site. Stereo broadcasts of Virgin Radio, Virgin Radio Classic Rock and Virgin Radio Groove are included in the offering.
The move is the latest effort by a radio broadcaster to reach listeners through new technologies. Industry observers said Virgin Radio has lost 40 percent of its listeners in recent years.
One of the most popular stations in the United Kingdom, Virgin Radio is available on FM radios in London and AM radios throughout the country, and boasts more than 1 million Internet listeners.
The new service is reportedly available to nearly 15 million users and is aimed at markets where unlimited data packages are available. “Listening on pay-per-use GPRS is charged at your network’s rate, which may be substantial,” the station warned.
Once part of Richard Branson’s Virgin operation, Scottish Media Group now owns the station.
