PURE Facilitates In-Car Switchover to DAB


London, UK 16th June 2009: PURE – the UK's leading radio manufacturer – is committed to facilitating the switchover to DAB in-car through a strong roadmap of in-car DAB devices and the continued promotion of the best selling in-car DAB radio, Highway.

The government's Digital Britain report, published today, recommends that all new cars should come with a DAB radio by 2013 and leading manufacturers including Vauxhall have already announced their support for this date. PURE's Highway should play an important role in facilitating the in-car switchover to DAB for the 34 million vehicles already on the road in the UK*. Highway has been the product of choice for those looking to upgrade their vehicles, accounting for both the lion's share of the DAB in-car audio market and a significant part of the in-car audio market overall since launch in January 2008**.

Paul Smith, general manager of PURE says: "We are delighted that the Digital Britain report recommends a clear migration date for in-car DAB and even more pleased to see major car manufacturers already giving their support. This is very positive news for DAB migration as a whole and we at PURE are committed to facilitating this migration with aftermarket product. Sales of Highway have shown that there is clear consumer demand for DAB in the car and we encourage all car manufacturers to meet the challenge laid down in the Digital Britain report and offer the technology as standard."

Highway is available now at £79.99 (SRP). Please visit www.pure.com or call 0845 1489001 for more information.

*Source: DVLA 2008
** Highway made up almost 90% of the in-car DAB audio market by volume and over 70% by value in 2008 and in December those figures increased to over 95% by volume and 90% by value. Highway on its own accounted for almost 3% of volume of the total car audio market in 2008. Source: GFK – by volume

About Highway
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 (not supplied) give up to six hours of listening on foot.

Other features include ReVu™ to pause and rewind live DAB radio; quickSCAN to automatically skip to the next free FM slot if the FM signal is disrupted; four FM transmit presets for instant tuning and 20 DAB station presets.

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 (www.thelounge.com). 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 www.pure.com

Press Contact:
Vicky Deacon
Home Park Estate
Kings Langley
Herts WD4 8LZ
tel +44 (0)1923 260 511
fax +44 (0)1923 270 188
e-mail: Vicky.deacon@pure.com