Astral Radio has launched a new digital music service on the NRJ and Virgin Radio Networks. The service will be accessible from various radio station websites and on mobile devices. It will allow listeners to access audio and video in the form of weekly releases, a library, customizable playlists or specialized web radio channels. The player also includes a number of social media features. According to the company, Astral is the first Canadian broadcaster to offer this kind of on-demand music and music video streaming service. The service is being launched on Virgin Radio stations in Toronto, Montreal, Edmonton, Calgary and Vancouver, the NRJ network in Quebec, and Astral stations including Hot 103 and Sun FM. "In addition to extending the experience with their favourite radio brand online, Astral Radio's on-demand player will offer advertisers new business opportunities via the multi-platform offer from Astral Radio, which already includes radio, web and mobility," said Mario Cecchini, senior vice-president of sales and marketing at Astral Radio. The launch of the service will be promoted with radio, theatre and online advertising.