Friday, 6 November 2009
Absolute Xtreme to be Replaced by New Station - Absolute 80s
Absolute Radio is ditching its Absolute Xtreme digital radio station and launching a brand new non-stop station devoted entirely to music of the 1980s.
Absolute Xtreme launched in 2005 under the name of Virgin Radio Xtreme was aimed at playing new rock for a youth audience targeting 16-35 year olds.
However the station suffered from fierce competition from more established 'new music' brands such as BBC 6Music, Xfm, NME Radio and Kerrang.
The new station, Absolute 80s, will include a nostalgia-based playlist aimed at 30-54 year olds with a jukebox format without DJs. The station will also feature evening playlists that have been designed to create a party atmosphere.
Core artists will include Depeche Mode, Blondie, The Human League, Frankie Goes to Hollywood, Duran Duran, Prince, ABC and Bon Jovi, plus some lighter fare from artists such as Bananarama, Culture Club and Madonna.
The station, which launches in early December, will be streamed nationwide on the internet and on digital DAB in London on the slot currently held by Absolute Xtreme.
The Absolute 80s station is the newest addition to the company's portfolio, which also includes the main Absolute Radio station plus Absolute Classic Rock.