Steve Martin <...> said:

I've had a listen. And although Mr England is slightly exaggerating the over
statement of "Virgin Radio soon to be blah blah blah" I did find it
annoying, but I suppose if the average listener doesn't stay tuned too long
then I suppose they have to get the new brand across. That said, it is
rather annoying!

I'm still listening, and it has decreased a tad, yes. I suspect the junction with the 4pm news will include the phrase at least 8 times, just you see. I think they dropped mention of it to make way for mention of the breakfast show. Every other link bigs up the damn breakfast show.

But to be positive: Musically it seems to have got interesting. Very Planet Rock meets Radio 1. I can see this having an audience.

They just need to tidy up the presentation and make the links interesting, then they'll have an Absolute Radio station. (See what I did there?)