Digital One Offers Free Holidays To Boost Digital Radio Purchases
Digital One, which operates the only national commercial digital radio network in the UK, is set to make another assault on the as yet unconvinced UK buying public this summer, with incentives being offered both to consumers, for buying digital radio equipment and retailers, for selling them.
No concrete figures have yet been put on either the number of people listening to digital radio or even the number of people who could- either through dedicated equipment or through their digital TV receiver. At a conference last year Phil Riley, chief executive of Chrysalis Radio, estimated digital penetration to be in the tens of thousands nationwide, compared to the 200m analogue radio sets owned (see Digital Radio Development Bureau Forms, Medium Set To Be Market Leader By 2015). Such depressing statistics seem to illustrate that although the last year or so has seen a flurry of activity amongst the various consortia formed to compete for digital multiplex licences across the country, the public is yet to be persuaded into spending what is currently a minimum of £200 for new radio station options and clearer reception.
Digital One chief executive Quentin Howard remains optimistic: “Analysis of sales figures shows there was a boost in activity in the run up to Christmas 2000.” he said, “We are keen to work with manufacturers and retailers to ensure that pattern is repeated this year. Our summer initiatives are designed to keep the momentum alive.”
To this end, any consumers buying digital radio home or in-car equipment from one of Digital One’s approved “Champion Retailers” will receive a free two night luxury cruise from Portsmouth to St Malo for four people. Retailers are to receive a £20 leisure voucher for every unit sold and in addition will be given the chance to be entered in a draw for £200 worth of Thomas Cook vouchers at the end of the promotion.
A two week promotion campaign begins on 18 June on Classic FM, talkSPORT and Virgin, backed by an online auction of Psion Wavefinders, which convert PCs to digital radio receivers, and an appearance at the NEC’s consumer home entertainment show Live 2001 in September. It is hoped that by the time of the NEC show, prototypes of smaller, lighter and cheaper radio products will be available.
Digital One: 020 7518 2620 www.ukdigital.com
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