London, UK, August 31st 2007: PURE Digital is making an on-going commitment to the environment with EcoPlus™, a radical change to the way PURE's leading DAB products are designed, manufactured and presented. The initiative is being launched at the IFA show in Berlin from August 31st 2007.

EcoPlus sets standards within PURE for: reduced power consumption; use of materials from recycled and sustainable sources; packaging size; and use of components with minimised environmental impact.

PURE's Siesta was the first EcoPlus product to be launched. Since then EVOKE-1S, TEMPUS-1S and Chronos iDock have all been added to the EcoPlus family. PURE has also made a significant commitment to reduce the power consumption of its existing products, and will have reengineered all of the following products to be part of the EcoPlus range in time for Christmas: EVOKE-3; EVOKE-2XT; Oasis; ONE; PocketDAB 1500; Move; Chronos CD; Élan DX-40 and Élan RV-40.

All EcoPlus product packaging shares a consistent look and feel with a memorable EcoPlus logo and an eye-catching tree motif. They also clearly show in a graphical form, the product's standby and operational power compared to the industry average.

Products within the EcoPlus range have reduced power consumption both in use and in standby. Standby and active power consumption have been made significantly lower than the industry average*.

EcoPlus products are packaged using cardboard produced with a minimum of 70% recycled material, and finished using water-based varnish. Internal pulp trays are 100% recycled, and the user documentation is printed on 100% recycled paper using soya-based inks. Packaging size has also been optimised to reduce materials used and minimise the environmental cost of transport.

All current PURE battery operated radios now use the unique, innovative ChargePAK rechargeable battery packs. These are not only more cost-effective and convenient for the consumer, but also avoid the need for alkaline batteries to be put in landfill sites.

PURE products also conform to the RoHS (Restriction of Hazardous Substances) standard.

PURE General Manager, Paul Smith says: "With EcoPlus, we are proud to be leading the way in reducing environmental impact in the consumer electronics sector. We will ensure that EcoPlus continues to evolve to further decrease our impact on the environment. Any thoughts or suggestions are welcomed and can be emailed to ecoplus@pure.com."

For more information log onto www.pure.com/ecoplus or call 01923 277 488.

Editor's Notes
* source: Engineers at PURE Digital measured the active and standby power consumption of the top ten best-selling portable and clock radios of 2006, and showed their average power consumption alongside the EcoPlus products. An illustration of this can be found on the PURE website – www.pure.com/ecoplus

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-1XT, 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 www.pure.com.

Vicky Deacon
e-mail: Vicky.deacon@pure.com
tel +44 (0)1923 260 511
fax +44 (0)1923 270 188
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