Absolute Radio was launched in 2008 after Times of India Media Ltd (TIML) bought Virgin Radio and rebranded it. The document discusses Absolute Radio replacing Virgin Radio and provides lessons learned from the transition, including focusing on the brand identity, empowering community involvement, being platform agnostic, and investing in growth. It also highlights the importance of playing "real music" without gimmicks.

1. From V to A Absolute Radio Clive Dickens October 2008

2. who am I?

3. Bennett Coleman & Co Ltd Times Of India publishing Private Treaties investment TIML radio, outdoor, web, events, film

5. why not Virgin?why Why not Virgin?

6. 100% Absolute Radio

7. key learn ‘behave like the brand you wish to be’

8. Key learn : Cross Fade

9. “ Hell, British Radio is getting exciting again. With the growth of online and digital Absolute is appearing at the right time” For once, there’s a radio station that plays decent music. No other radio station has played the Beatles, Jimi Hendrix, and so many other greats. I, as an oldie-rock lover, have finally found faith in radio again. “ What a great mix of music, I have a vast range of musical taste and it was so good to hear an entertaining and intelligent mix with NO repeats. To quote Paul Weller from yesterday’s playlist – ‘That’s entertainment’….”

10. Key learn - Touchpoints

11. Key learn : Empower the Community

12. inviting community involvement

13. Key learn : Mistakes can help

14. key learn Screaming Advocates

15. Key learn : platform agnostic

16. What is REAL MUSIC?

17. What is REAL MUSIC? “ the song, not the video playing, not miming gigs, not photo shoots tour buses, not voice coaches built to last, not flavour of the month the lads from school, not an ad in The Stage something to say, not something to sell”

18. Key learn : Other sector successes

19. Key learn : be honest

20. Key learn : where the audience is

21. Key learn : where the audience is

22. Key learn – keep investing

23. Crossfade is ‘real’

24. What’s next?