Virgin Media music subscription service likely to follow new Head of Music role

06 Apr 2009 | 18.12 Europe/London

New music services from Virgin Media look inevitable after the fibre broadband provider announced today it had appointed Richard Wheeler to the newly-created post of Head of Music. A company statement summed up the new role has having been created ‘to develop Virgin Media’s music strategy and bring innovative new services to consumers, across mobile, TV and online’.

Wheeler joins the ISP from Orange where he was head of Music and Film Partnerships and clearly his appointment at Virgin Media is designed to put the finishing touches to a much anticipated music subscription service.

The fibre provider admitted to SamKnows that whilst the finer details cannot yet be elaborated upon, the assumption that Wheeler's appointment confirms it is investigating offering subscribers access to a wide record catalogue in return for a monthly fee is basically sound.

“We've made no secret of the fact that we believe a commercial solution is the best way forward long term,” a spokesperson confirmed.

“We need commercial music propositions that align the interests of rights owners, internet service providers and consumers. Richard’s role includes bringing innovative new services to consumers, across mobile, TV and online.”

This backed up a statement made by Jon James, Director of Broadband at Virgin Media which summed up the company’s belief that its fibre network makes it well placed to offer ‘innovative new services to customers’ as the company continues to build its ‘presence in music’.

With the music section of the company’s website hinting at the launch of a new music service to be included in a new range of customer services, called ‘V Stuff’, it seems increasingly likely that a subscription service is to be offered over the coming months.

The ISP has never made a secret of the fact it believes such a service would be profitable for both ISP and rights holders. Hence it was an early supporter of a scheme run by the BPI (which represents record labels) which issues educational letters to subscribers suspected of having shared files illegally on P2P sites. The move clearly linked the ISP to the rights holders’ cause, whilst other ISP lagged (most are now taking part) and so led to speculation it was garnering favour before launching a music subscription service.

Wheeler is currently not taking questions from journalists while he settles in to his new role.