Virgin Mobile has recently launched an Australian web-based radio station specifically built for Virgin Mobile customers. Radio free is the first Australian radio station not owned by a radio network. Produced by DMG radio, Radio free is a fully crowdsourced project that has Virgin Mobile’s support for at least 12 months.
“Radio Free by Virgin Mobile is Australia’s first fully branded radio station that is hosted on a media platform not owned by a radio network,” says product marketing manager Mohit Bhargva.
Streaming stations have gained popularity in the last couple of years. Radio free is going to ride this popularity wave with a platform based entirely on the audience. “One of the ideas was sponsoring a digital radio station and a key thing for us is this puts control back in our base. A key thing is we have a more rewarding relationship and putting members in control,” said head of brand and relationship marketing for Virgin Mobile, Rob Nolan. The application is compatible with many mobile devices, offering crowd-sourced music to listeners on the go. The playlist has begun with 1200 songs, with new songs being added daily.
Mr. Nolan expressed his excitement with the branding opportunities supported by a Virgin Mobile web station. “Branded content, brand experience, is a key part of it and this is one of the first things that has really gone live in that space.” The application is available for the iPhone and is being developed for Android and Windows-based phones. Radio free can be heard on Virgin Members’ Lounge or Fixplay, and the application can be purchased on iTunes.