SMG has announced plans to launch Virgin Radio in the West Midlands as it looks to develop a new regional format for the national station.
The step was announced as Virgin prepares a bid for the proposed West Midlands FM licence. However, the move also signals SMG’s intention to bid for the new Glasgow FM licence that will be advertised later this year. SMG has stated that there are plans to extend the Virgin Radio brand on a regional level and that a station is also planned for Glasgow.
The move could see SMG going head to head with GoFM, a consortium headed by Alan Clements and local businessman John Boyle.
However, it is thought that GMG is also planning to bid for the local FM licence through its Jazz FM format and, with Rangers considering a move into radio, the competition for the licence could also be heating up.
The proposed Virgin Radio West Midlands station will maintain the rock ethos of the national Virgin Radio but will be entirely regionalised. All shows will be broadcast from the West Midlands by new local DJs.