As part of the deal, Virgin Radio will also join UBC's barter syndication network, under which UBC will negotiate ads around Network Drive on behalf of Virgin Radio.
Since launching the barter syndication network in 1994, UBC has grown to become the largest independent network airtime sales point to media agencies via its Network Drive, Sky News Radio Network and Entertainment News syndicated networks. UBC supplies syndicated services to more than 250 commercial radio stations in the UK.
The Virgin Radio deal, which will begin on 1 May and runs for two years, was negotiated by John Quinn, chief operating officer of UBC Media, and Nick Hewat, sales director of Virgin Radio.
Quinn said: "It (the deal) represents a change in the Virgin Radio mindset, as it has always said that nobody but the Virgin sales team can sell any of its inventory."
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