Mumbai: The Times of India Group subsidiary Times Infotainment Media has launched a new music and entertainment brand Absolute, which will replace its UK rock music station brand Virgin Radio. The change will formally take effect on 28 September.

It will also diversify into new areas like stand-alone branded properties, event ownership, TV and customer transactions like music subscriptions, downloads and ticketing.

The multi-platform marketing campaign will also be starting this autumn, using the campaign line Discover Real Music. Two key initiatives the open www.oneGoldenSquare.com blog and a new approach to play list meetings with listeners and the music industry, will also be rolled out.

The website www.virginradio.co.uk, will be re-branded as www.absoluteradio.co.uk. Over 50% of its online visitors are outside the UK. Absolute Radio (Virgin Radio) was one of the first radio stations in the UK to stream online in 1997.

The Times of India Group managing director Vineet Jain said, "Rock music, Internet and digital platforms cut across countries, cultures, and all age groups, especially the youth. Our existing strong rock music listener base through FM, AM, DAB in UK and through the Internet from across the world, positions us uniquely to develop a new-age, multi-platform Web 2.0 music and entertainment brand."

TIML India MD & CEO AP Parigi said, "The name Absolute Radio is the brainchild of Jain. As a brand, it is being developed with a long-term brand building and investment strategy behind it. We are going to develop this brand, with radio at its core, and diversify the business and revenue opportunities into other related areas. Our ambition is international this is just the start."