TUESDAY, 1 JANUARY 2008
Lagardere seeks boost through Virgin rebrand

Thestar.com reports that Lagardere SCA, France's largest publisher, is to rebrand its Europe 2 radio and television stations under the Virgin name, paying licence royalties to the UK-based Virgin Group. The royalty is said to reach up to 1 per cent of sales, under a 10-year deal. Europe 2 radio (a music station catering to young adults) becomes Virgin Radio, while Europe 2 TV becomes Virgin 17. The move seeks to increase Lagardere's share of the market for young adults and old children.

Posted by: Jeremy Phillips @ 14.58
Tags: Rebranding,
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