London, UK, 14th April 2008: The world's first plug and play in-car DAB radio, the PURE Highway, is to benefit from on-air promotion worth £250,000 in the months leading up to 2008's summer of sport as part of a co-marketing campaign with a portfolio of stations including Virgin, talkSPORT, Planet Rock and Classic FM.

Thanks to heavy-weight PR promotion, PURE's Highway has been covered in numerous high profile titles such as The Guardian and The Sunday Telegraph and has picked up five-star reviews in both Auto Express and What Hi-Fi? Sound and Vision magazines.

Says Yat Wong-Jones, 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: "Reports from within the industry suggest that sales of in-car DAB radios have significantly increased since Highway's launch in November last year. We are convinced that Highway is kick-starting the in-car DAB market and this promotion will be the next step in raising consumer awareness that DAB is here for cars now; it's easy and it works."

Paul Brown, acting chief executive, DRDB (Digital Radio Development Bureau) says: "Almost all sport on radio in the UK used to be broadcast only on AM; Highway enables listening to sport in superior sound quality on DAB only stations such as Five Live Sports Extra and talkSPORT. We believe Highway, with its in-car and personal audio capability will be a big driver towards better sports listening this summer."

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

The PURE Highway is a complete adaptor solution for the car that allows the user to listen to DAB 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 DAB aerial is affixed to the windscreen to supply the DAB 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 DAB radio. There is a stereo output for headphones and two AA batteries give up to six hours of listening on foot.

For more information log onto or call 01923 277 488.

About PURE Digital
PURE Digital is the world's leading manufacturer of DAB digital radios, the number one supplier of radios in the UK, and the creator of EVOKE-1, the world's most popular DAB radio. A UK business using UK technology, PURE Digital offers the widest range of award-winning DAB radios. PURE Digital is a division of Imagination Technologies Group plc. See

Vicky Deacon
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PURE Digital
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