PURE DIGITAL APPOINTS IRISH DISTRIBUTOR MIDIA DISTRIBUTION

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London, 02 July 2007: PURE Digital - a division of Imagination Technologies (LSE:IMG) and the world leader in DAB digital radio - today announces that it has appointed consumer electronics specialist Midia Distribution as the sole distributor of its DAB digital radio products throughout the Republic of Ireland.

Midia Distribution will be marketing PURE's comprehensive and award-winning product range; including the iconic EVOKE series; the chic Élan DX-40 and RV-40 models; ONE (the UK's best selling portable radio*), and MOVE and PocketDAB1500, the ideal radios for listening to sports on the go.

PURE is launching its full range of radios in Eire, including the micro hi-fi systems DMX-25, DMX-60 and Legato II and the UK's best selling DAB clock radio, the Chronos CD**.

Says Maurice Cohen, managing director of Midia Distribution: "As part of Midia's growth we are seeking tier one brands to strengthen our product offerings into our existing retail channel, and having access to the product range of the UK's #1 radio supplier is very exciting. The PURE Digital / Midia Distribution partnership is a great example of our commitment to our dealers to provide the latest world class products. We are looking forward to working with PURE Digital in bringing DAB products to the forefront of the Irish Consumer Market."

Says Geoff Johnson, director of sales, PURE Digital: "This appointment enables Irish independent retailers to get easier access to our hugely successful DAB product range and helps provide a better service to PURE Digital stockists. We also expect that Midia will open up new radio specialist channels for our products. We have been extremely impressed with Midia's capabilities."

Since March 2007, a trial digital radio service has been live and on air in the Greater Dublin and North East area serving 36% of Ireland's population. On the trial service there are currently 15 stations (six existing national stations, five existing Dublin stations and four new RTÉ digital radio stations). A new industry group, digitalradio.ie has been set up to explore the development and promotion of digital radio in Ireland. It is inviting members of the public to tune into the trials and will conduct a user survey during the trial period.

For more information log onto www.pure.com or call +44 (0)1923 277488.

About DAB Digital Radio
Digital Radio means more stations, more choice and more content for listeners. DAB digital radios feature innovative design and features and are available in a huge variety of types ranging from personal to portable and micro-systems to clock radios. The radios are easy to use and to tune thanks to the alphabetical station listing. Some allow the user to pause, rewind and record live radio. Most DAB digital radios also receive FM.

Radio stations currently available on the DAB test signal in the Republic of Ireland are:

  • 98FM
  • FM104
  • Newstalk 106-108 FM
  • Phantom 105.2
  • Q102
  • RTÉ 2fm
  • RTÉ 2XM
  • RTÉ Digital Radio News
  • RTÉ Gold
  • RTÉ Junior
  • RTÉ lyric fm
  • RTÉ Radio 1
  • RTÉ Radió na Gaeltachta
  • SPIN 1038
  • Today FM

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.

About Midia
Midia Distribution was established in 1986, and was purchased by Maurice Cohen, owner and managing director of Emcee Distribution in 2003. The two companies were officially merged in 2005, to form one of Ireland's largest tier one Consumer Electronics & IT Distributors.

Contact PURE Digital:
Vicky Deacon - tel +44 (0)1923 260 511
PURE Digital - e-mail: Vicky.deacon@pure.com
Imagination Technologies
Home Park Estate
Kings Langley
Herts WD4 8LZ

Contact Midia Distribution:
Aoife McIlraith - tel +353 (1) 419 9713
Marketing & Communications Manager
Midia Distribution - e-mail: aoife@midia.ie
Unit B
Montone Business Park
Dublin 12
Ireland

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