The British radio station co-owned by Irish developer Paddy Shovlin is planning to launch a new ad-free digital station in the coming months.

Absolute Radio is testing a new radio platform which will source its revenue from sponsorship and promotions rather from advertising. A spokeswoman said the project was in its early stages but would be tested internally in the next few weeks.

Shovlin, a car racing enthusiast who made his money developing the former Microsoft campus in Sandyford, teamed up with the Times of India to buy the station from Scottish group SMG last year for £53.2m (€61.4m). Absolute was formerly known as Virgin Radio and was rebranded after the sale. It has not fared well since, with listenership down by 33% year on year.