Virgin Radio has launched a service for users of the Wii and PlayStation 3 gaming consoles. Gamers on the two next-gen devices can tune into the middle-of-the-road rock radio station - as well as three of its sister stations - using the Virgin Radio Player.
"It's great for us to achieve another new media first and be the only UK radio station available on both of these massively popular games consoles," said James Cridland, director of digital media, speaking to Radio Today.
"People are treating the consoles as part of their home entertainment media centre and now Virgin Radio will be part of that experience. This platform has great growth potential, particularly among early adopters and the 25-44 audience popular with advertisers."
Which is all very commendable - if only Virgin Radio was as forward-thinking in its musical tastes. The station, whose listeners famously voted 'Chasing Cars' by Snow Patrol the finest song of all time (everyone knows the correct answer to this is 'Shadappa Your Face'), has been at the forefront of technological innovation for years, while clinging to the kind of playlists Paul Weller would reject as reactionary and backward-looking.
Unfortunately, the radio player can't be used at the same as playing games - which strikes us as the only reason to use your PS3 or Wii for this purpose.
As well as the Radio Player (click here to take a look), Virgin is also offering an online ticket store, CD sales and music videos.