The move is the first step in Virgin's mission to build a network of
radio stations across Asia. Virgin Radio Asia has agreed to jointly
operate three radio frequencies owned by BEC World's BEC Tero
Entertainment Co, said BEC World vice-president, Chatchai Thiamtong.
According to Chatchai, a new company, Virgin BEC Tero, will assume
management and marketing duties for the three radio stations in
March.
Jason Keiles, senior vice-president of business development, for Virgin
Radio Asia, said Thailand offered Virgin "a great opportunity". He
pointed to the fact that radio took a nine per cent share of the
country's total adspend, larger than other markets in the region.
"Bangkok in particular is a large radio market,
Keiles said. "Virgin believes that the quality of programming currently being offered can be greatly improved - made more compelling, fun and entertaining."
BEC Tero was approached because of its command of the entertainment industry in Thailand, Keiles said.
"They are the largest and most successful concert promoter in the country and one of the leading recording companies,
he said. Currently all three stations broadcast in English, but Keiles declined to say if that would remain the case. Virgin Radio Asia is looking to ink similar deals with existing radio stations in Taiwan, China and India.
