So, in order to save countless £Millions, the new owners of Virgin might have to decide to drop the Virgin brand from their name. The alternative is to continue to pay a fortune to use the Virgin name.

Ok. What then should Virgin's new name be? Virgin itself holds the copyright over the brand name 'Caroline' and could license the new group to use the 'C' word name.

Would there be any advantage to them doing this? As in, should the national crap pop oldies station change its name from 'Virgin' to 'Caroline'? In latter decades the word 'Caroline' has become permanently associated with safe poppy-rock oldies so it would obviously fit the current Virgin format.

Personally, I hope they decide on a new and more modern name, although of course nobody uses the word 'Laser', so maybe Virgin could become 'Laser 1215' or some such thing.

Sadly, the folk who now own the radio station have not quite been adventurous with radio programming historically. They brought in (I assume having to pay a fortune for!) that useless and pointless audience destroying 'Jack FM' iPod shuffle soundalike format that's failing miserably in Oxford, rather than design a more appropriate format themselves. This might mean that they'll buy-in a new name and format for the station, I s'pose, so I'm wondering what that might be.

So then. What next for Virgin? What name should it adopt? And should it take the opportunity to buy more than its current 30 records? Or, what else could it change to make it better?
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* Christopher England just said that *