Astral Media launches Virgin Radio in Toronto
Astral Media will launch a new radio station in Toronto today called Virgin Radio 999 FM. The station will be operated under license with Virgin Radio International. It will replace Astral's Mix FM station, currently operating at the 99.9 FM frequency. The station will broadcast adult contemporary music along with entertainment news. "With Virgin Radio we hope to create a totally fresh sound with a brand that appeals strongly to our current audience and helps us reach out to new listeners," said Jacques Parisien, group president of Astral Media Radio. "Partnering with Virgin Radio International brings us many opportunities to leverage the global and local power of the Virgin brand and gives us a clear mandate to build the best radio Toronto has ever heard." The launch of the station will be accompanied by a marketing campaign using the tagline, "It's On." Consumer promotions will also begin within a few weeks.