Astral Media president Jacques Parisien posed in front of cameras with Virgin Radio International president Ian Grace earlier this morning in Toronto as the two officially shook hands to announce the re-branding of MIX 99.9 as Virgin Radio 999 FM, and the introduction of the Virgin International Radio brand to North America.
Virgin Radio commences broadcasting at 4 p.m. today, promising to invigorate the tried-and-true sameness of the FM radio dial in the city, and add innovation and irreverence to a media brand that has seemingly become lost in the mindset of the iPod generation.
“If there is one chance to bring some excitement back into radio, this is it,†mused broadcast guru and magazine publisher Howard Christensen post announcement in the ManuLife Centre. And he’s exactly right.
According to Astral’s Toronto stations GM Pat Holiday, the format is adult contemporary and the launch is keyed to the introduction of two weekday shows that promise to lure and hold audiences afternoons and evenings. From 4 to 6 pm, Chris Biggs and Taylor Kaye host The Rush, and then, from 7 to 10 pm, audience magnet Ryan Seacrest brings his celebrity gossip, entertainment news and commentary, and music magazine to air.
The MIX website currently sports a clock counting down the hours, minutes and seconds to the launch of the all new Virgin Radio 999.
