Andy Grumbridge, digital media director of Virgin Radio, said, "Our intention is to position Virgin Radio as a multi-media network as opposed to a radio station. The web show is an example of how an audio visual experience can tie-in with on-air and online.

"This is the holy grail of 360-degree programme commissioning that TV broadcasters have talked about for a long time, but have been unable to get away.

"Virgin Radio is the first over the line and this is an example of how on-air, website and online video content can come together and move audiences around the different station brands."

Grumbridge said Virgin Radio is in talks to create a gadget show following the success of its Gadget Geeks Christmas podcast and will explore other opportunities for short-form online content.

"We need to see how Punch Drunk TV goes first, but of course we will look at other opportunities around other brands and areas such as sports and music."

Virgin Radio and Endemol plan to sell sponsorship and ad opportunities around the programmes through standard online advertising, pre- and post-roll advertising and branded content and product placements within the show.

The weekly show, which Virgin Radio plans to run for three months, will be cross-promoted across the radio and website and users will be able to post the content on blogs and social networks.