THE £99 DAB DIGITAL RADIO IS HERE!

There’s a buzz in the radio industry this morning (July 1) as VideoLogic Systems launches the PURE EVOKE-1, the first high volume £99 DAB digital radio to hit the mainstream market.

The first batch of radios will be available from the end of July from John Lewis in London’s Oxford Street. Product will quickly be rolled out across the country in August to leading retailers including Argos, John Lewis, Maplin Electronics, Allders, Capital Sound & Vision/Harrods, Empire Direct, Simply Radios, and Miller Brothers, as well as an extensive range of independent hi-fi stores.

Says VideoLogic president, Kevin Dale: “The pent-up demand for low cost, high performance DAB products, proven by the limited edition £99 radio last year, can now be satisfied with high volume sub £100 product. The PURE EVOKE-1 is the first of a new wave of lower-cost DAB radios using the latest third generation DAB technology, and will undoubtedly bring a rush of new listeners to DAB Digital Radio.”

The launch of the EVOKE-1 is supported by an extensive on-air radio campaign from the Digital Radio Development Bureau (DRDB). Created by Radioville, the campaign launches with teaser spots on most London FM stations and is followed by a more sustained promotion on local radio in distribution areas around the UK. The DRDB will also produce special in-store POS material promoting both the EVOKE-1 and generic DAB listening.

THE DRDB’s new Chief Executive, Ian Dickens says: “The introduction of a £99 kitchen style DAB digital radio heralds the start of the most exciting development since the launch of the transistor wireless and provides a gateway to new volume business for the radio of the 21st century.” The EVOKE-1 is a stand-alone DAB only radio with an attractive maple casework surrounding a pearlescent white front with silver grille and control panel. It has an integrated full range hi-fi speaker and features an optional matching speaker for stereo reception.

ENDS