Astral Media has launched a new FM radio station in Winnipeg called 103.1 Virgin Radio. Its programming consists of hit popular music. The station debuted with commercial-free broadcasts over the Labour Day weekend. Promotional workers supported the station launch by traveling around the city, paying for gasoline, buying products for customers at 7-11 locations, and conducting similar activities. "Virgin Radio has become a dominant brand in Vancouver, Calgary, Edmonton, Toronto and Montreal markets," said Rob Farina, executive vice-president of content and platforms at Astral Radio. "We anticipate Virgin Radio Winnipeg to continue that successful trend."