Virgin Radio and its digital networks have launched on the Nintendo Wii and PlayStation 3 games consoles, and claim to be the first UK stations to do so.
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Users of the hardware will be able to access a customised Virgin "player" on their console's web browser.
As well as linking to radio output, the system also offers videos and exclusive session recordings, as well as concert tickets, CDs and tracks for download.
The broadcaster said it was a way to appeal to younger audiences.
"People are treating the consoles as part of their home entertainment media centre, and now Virgin Radio will be part of that experience," said James Cridland, the company's director of digital media.
As well as the main Virgin Radio station, the consoles will offer guitar-based networks Virgin Radio Xtreme and Virgin Radio Classic Rock, and the more soulful Virgin Radio Groove.