In a departure from the traditional radio-funding model of spot ads, the new station will be funded mainly through sponsorship and promotions.
According to the new DAB station's licence, it will play "a selection of rock and pop music aimed at a broad adult audience, featuring sessions and music performed before a live audience and tracks chosen by listeners".
Chris Lawson, brand director, Absolute Radio, said it had "focused on live music, live sessions and output this summer" and the new platform would be used to showcase that content. The new radio service will be produced using "a new and innovative mechanic of music programming": it is believed listeners will be able to decide content.
Over the next few weeks, Absolute Radio will test the platform internally, after which a test version will be made available to a small segment of listeners.
Absolute will then improve the platform, with a view to launching the station within the next few months.
Ofcom approved a licence for the new station, currently known as Absolute CTRL - pronounced "control" - for the London III multiplex on 7 August. This was formally added to the licence of Absolute Radio's owner TIML, on 12 August.
A spokesman for Absolute Radio said CTRL was an internal project title and the actual name of the station would be announced in due course.
Separately, Absolute Radio has also restructured its sales team, following the appointment of Chris Goldson as commercial director in May.
Head of sponsorship Louise Simkins has been promoted to the position of branded content director.
Sales controller Giles Darby's role will change to that of advertising director, and Rowan Link, who previously led the commercial partnership team, is to take the new title of business development director.
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