Press release

11 Jan 2001

Summer of Sport Promotion for PURE Highway

PURE Highway Continues to take In-Car Digital Radio Market by Storm

London 2nd March 2010 – The world’s first plug and play in-car digital radio, the PURE Highway, is to benefit from on-air promotion worth £200,000 in the months leading up to 2010’s summer of sport as part of a co-marketing campaign with a portfolio of stations including Absolute Radio, talkSPORT, Planet Rock and Classic FM.

Highway was the second bestselling car audio product by value and third bestselling by volume in 2009. Highway also accounted for over 90% of the in-car digital radio market by volume and over 85% by value in 2009 and in December those figures increased to almost 95% by volume and almost 95% by value. Highway on its own accounted for over 3% of volume of the total car audio market in 2009*.

Says Robert Hennessy, buyer, audio & telecoms, John Lewis: “”Highway has been really motoring along since its launch. Our customers particularly like its ease of use and fantastic value for money. The knowledge that it’s going to be easy to install really makes a difference to potential buyers””.

Colin Crawford, director of marketing, PURE continues: “”The consistent sales performance of the PURE Highway is real evidence that consumers want digital radio in their car. With the proposed date for digital switchover fast approaching, Highway represents a convenient and easy-to-use solution for the considerable number of cars on the road that do not already have a digital radio installed.””

Ford Ennals, chief executive, DRUK (Digital Radio UK) says: “”Sport on the radio is almost exclusively heard on the lower quality AM band. Highway enables listening to BBC Five Live and talkSPORT in digital quality sound and also makes BBC Five Live Sports Extra available – a win win for the driver, we believe.””

Glyn Jones, operations director, Digital One continues: “”The stations are keen to support Highway since it allows listeners to access digital radio in the car in the most easy and affordable way. The airtime campaign will go out nationally, emphasising the benefits of in-car digital listening such as a wider choice of stations and access to digital versions of stations previously only available in low quality, mono AM.””

The PURE Highway (SRP £79.99) is a complete adaptor solution for the car that allows the user to listen to digital radio on the car’s existing FM audio system. It is also possible to connect an iPod or MP3 player and listen to favourite tracks through the car stereo.

Extremely easy to fit, Highway is powered from the cigarette lighter socket and attached to the windscreen with a supplied flexible mount, just like a portable satellite navigation system. A discreet digital radio aerial is affixed to the windscreen to supply the digital signal and Highway then sends the audio to the car’s radio on an FM frequency which is picked up just like a normal radio station. Highway can even be taken out of the car at the end of a journey and used as a personal digital radio. There is a stereo output for headphones and two AA batteries give up to six hours of listening on foot.

For more information, please visit or call 0845 1489001.

Editor’s Notes
*Source: GFK

About PURE
PURE is the world’s leading manufacturer of broadcast and internet-connected digital radios, the number one supplier of digital radios in Europe and the creator of the EVOKE-1S, the world’s most popular and iconic digital radio. PURE radios increasingly support all the broadcast standards in the DAB family used across all key markets in Europe and beyond. PURE is also leading the way in internet-connected radios based on its Flow technology and the PURE Lounge portal ( Designed and engineered in the UK, all of PURE’s products are manufactured with the environment in mind and at ethically audited facilities. PURE is a division of Imagination Technologies Group plc. See

Press Contact:
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Home Park Estate
Kings Langley
Herts WD4 8LZ
tel +44 (0)1923 260 511
fax +44 (0)1923 270 188

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