TORONTO – The Mix is no more as Virgin Radio 999 will replace long-standing station brand The Mix 99.9 as of 4 p.m. today. At a press conference, Astral Media today announced the launch of the first North American commercial FM radio station under license with Sir Richard Branson’s Virgin Radio International. “Energetic, innovative and irreverent will be the trademark of Virgin Radio, as it focuses on delivering a very ‘Virgin’ kind of listening experience,” says the press release. Virgin Radio will focus on the hit adult contemporary format and is “promising to shake up the industry by bringing a...
