Sir Richard Branson, founder and chairman of Virgin Group, comprising over 400 companies worldwide, was in Beirut on the 14th of May to celebrate the launch of Virgin Radio Lebanon at White night club. The event hosted representatives of several of Lebanon's national media figures and was attended by the venture's main Lebanese shareholders, Zardman Group. At the event, Branson expressed pride and excitement regarding the station's debut inside Lebanon, as well as thanks to Zardman Group and shareholders for their role in bringing the station to Lebanese listeners. Also present was Makram Zard, the project's Chairman, who spoke of the new station's potential inside Lebanon, highlighting that Virgin Radio is already successful in other international markets.
Virgin Radio's Unique Format and Programming
Virgin Radio international is one of the fastest growing companies in Virgin Group. The network also has outlets in UK, France, Canada, Italy, India, Thailand, Turkey and the United Arab Emirates. The franchise's international success is due to its format of "10 hits in a row," explained Najy Cherabieh, the station's General Manager. "Listeners love Virgin Radio, because we are the only FM station to offer 10 Top 40 hits back-to-back, without commercial break interruption," he said. Virgin Radio Lebanon's unique programming format, in addition to its already high brand recognition, has led to projections that it will become a market-leading radio station within a record period of time.
Virgin Radio programming is already set to differentiate itself from other Lebanese stations. It will be the first FM station in the country to be completely commercial break free on Saturday and Sunday afternoons (from 4-8 pm), which are peak weekend hour drive-times. Virgin Radio Lebanon will also be the first in the nation to air regular Top 40 programming on Friday and Saturday nights, departing from the electronic and DJ sets typical of other Lebanese stations during these broadcast hours. The station has plans to maintain programming consistency for its target audience, who are predominantly interested in commercial hits that they already know and relate to.
The station is also set to feature a host of international presenters, all with Lebanese backgrounds. Kris Fade, the region's highest rated presenter, will be taking over the airways during the peak afternoon drive-time. Fade is best known as the current host of the morning show on Virgin Radio Dubai, and his Best Of CD is ranked at the number one spot on iTunes in the region. Renowned stand-up comedian Anthony Salame, who is also of Lebanese origin, will join the station from Australia, as well as Ali Mak, who held the number one evening spot at Virgin Radio Dubai for four years. Francesca Walters, half-Lebanese, half-British, will take over as the leading female voice of Virgin Radio Lebanon.
New Options for Advertisers
The project's favorable estimates for growth and the franchise's unconventional approach to advertising offers the nation's advertisers unique benefits. The Virgin Radio Lebanon marketing and advertising model combines traditional media (FM radio) with modern media (digital, social media and mobile technology) as well as incorporating modern market trends such as below-the-line, activations and events. Clients and products will be offered unprecedented tailor-made campaigns that are all-inclusive, far reaching and harmonized across all market mediums, giving advertisers a distinct advantage for choosing Virgin Radio above other more traditional and limited formats.
Virgin Radio will air on 89.5FM, and its studios will be based in the Al Moudir building in Jal El Dib. The studio will also be the first in Lebanon to welcome the public. Interested listeners may register as guests for station tours, attend live shows, tapings and celebrity interviews through facebook.com/virginradiolebanon. They may also be contacted through their website and twitter account: www.virginradiolebanon.com, twitter.com/virginradioleb. All happenings at the Virgin Radio Studios and events will be available through their Youtube channel: www.youtube.com/virginradiolebanon
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