Talent plus brand = success?

So, Chris Evans, the current presenter of adult-contemporary BBC Radio 2’s breakfast show - the largest breakfast show in Europe, by cume - has announced that he’s leaving the station later this year.

 

He’s off to Virgin Radio, where he’s going to do the breakfast show.

 

Side note: it’s the same “Virgin Radio” brand, owned by Virgin Enterprises, but not the same station. The original Virgin Radio was bought (and sold) by Chris Evans himself, but after a few more ownership changes, it was rebranded as Absolute Radio. The Virgin Radio brand is now licensed to News UK, part of Rupert Murdoch’s empire. Evans once described business discussions with Murdoch as “dealing with the devil”.

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