Hi Jeremy, thanks for your post. It’s so hard to find something that pleases everyone.  We hope that once you’ve lived with it a while you’ll come to like it as much as we do. In Absolute, we think that we’ve found something that really embodies our unapologetic  passion for real music, our determination to put our listeners at the heart of our plans and the fact that we’re not afraid to try something different, not afraid to challenge the commercial radio status quo.

We have substantial investment provision, more than has been spent on single any station in recent history as far as we’re aware. The new name and new brand is just one part of that investment, as are programming, talent and digital initiatives. Another part is a major marketing campaign – the biggest in Golden Square history – which will be rolled out later.

Thanks again

Thanks for your email too. I'm not entirely sure that the name Absolute indicates a desire to 'try something different' but the proof of this will be in the pudding. I just think it's an awful meaningless name.

Also having just seen the Albion-produced 'explanatory' trail I'm baffled as to how Absolute is going to get DABs installed in cars let alone all the meaningless statements about being 'lost in music' and that Absolute is going to 'open up its vaults', Hardly sounds that revolutionary does it?

Hey Jeremy, I think you summed it up nicely by saying the proof is in the pudding. It's an exciting time ahead and we have loads planned and plenty of new ideas so we're confident the pudding will prove extremely fruitful.

Yes we're opening the vaults on our Zoo sessions to allow people to hear some amazing live sets they may well not have previously heard. More importantly, we're going to have more live music than ever by way of Zoo sessions, concerts and festivals coverage.

Please bear in mind that the new name is just the start of the huge journey ahead that we hope you'll join us on.

James Cridland has written a blog about the new name which is well worth a read:

james.cridland.net/.../the-new-name-for-virgin-radio-is-absolutely-fab

so you have an unoriginal name like your employer then...