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