The Virgin Radio Audio Business division has been created to exploit growing demand for branded content by third-parties.
The division will pit Virgin Radio against radio production companies, specialist branded content and advertising agencies.
It will offer clients a production service for download and podcast audio offerings, as well as audio streams for retail and travel networks.
The division will be led by the Paul Sylvester, who joins as Virgin Radio Audio business manager.
He joins from Global Radio, where he was content manager, and will report to Virgin Radio's programming and marketing director, David Lloyd.
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