WorldSpace ties up with Virgin Radio
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2003-10-29 •
With the concept of satellite radio gaining ground across the world, mergers and tie-ups have started taking place in this sector in the right earnest. In a recent development, the pioneer of digital radio service, WorldSpace, announced a strategic partnership agreement with UK’s popular Virgin Radio, under which Virgin Radio would be featured as a premium channel on WorldSpace satellite service.
Countries like the US and the UK have many soldiers stationed outside along with the large number of expatriates staying in different countries in the Middle East and Africa. For these expatriates and soldiers, satellite radio has turned out to be great medium to be in touch with their country and their culture. This alliance has helped WorldSpace create a new international premium subscription service, Home Team Radio, specifically catering to the expatriates and out-stationed military. This service would be free during the initial promotional period.
Virgin Radio, which will provide content for the WorldSpace channel Home Team Radio, is the UK’s most popular rock and roll station with a weekly audience of almost three million people. It has been providing "today's best music and classic tracks" since 1993.
Different targeted versions of Home Team Radio will be offered to customers in the various geographic markets covered by WorldSpace's two satellites – AfriStar (the Middle East, Africa and Western Europe) and AsiaStar (Asia and the Middle East). Virgin Radio will initially be available on WorldSpace's AfriStar satellite.
From WorldSpace’s perspective too this deal has turned out be potentially lucrative. As Noah Samara, chairman and CEO of WorldSpace, said, “Virgin Radio's success to date shows its strong ability to create true premium content. We knew an agreement would ensure WorldSpace is offering expatriate and military audiences with what they want to hear and where they want to hear it.” She added, “This partnership is yet another validation that WorldSpace is clearly making strides in delivering on its new subscription-based business model.”
Internet | Mobile Telephony | Satellite Radio
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