£99 Digital Radios To Go On Sale
The Digital Radio Development Bureau (DRDB) is to make a limited number of digital radios available for under £100 for the first time, in order to guage customer reaction to the £99 price point regarded by many as critical to the success of the medium and also to celebrate the 100th anniversary of Marconi’s first trans-Atlantic wireless transmission.
DRDB chief executive, Terry Scicluna, said: “The radio industry has been saying for several months that the £99 price is critical for turning digital radio into a mass market product.”
The promotion comes as the result of an agreement with manufacturer VideoLogic. A limited number of sets will go into eight selected shops around the country, including two in London, and more will be available online. Sales will be restricted to one per customer and the promotion, which will be supported by advertising on radio stations including Classic FM, talkSPORT and Virgin, will run while stocks last.
The price of equipment is still regarded as a major hurdle in establishing digital radio as a popular medium. Recently, manufacturer Goodmans announced that it will enter the digital radio retail market towards the end of next year with equipment priced between £99 and £200. Meanwhile, part of Emap’s bid for the last digital radio licence in Leicester is a promise to provide subsidised digital radio equipment to listeners in the area for £49 each (see Emap Proposes Subsidised Digital Radio).
DRDB: 020 7306 2630 www.drdb.org
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