PURE and Pioneer Electronics partner for digital radio launch in Australia

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London, UK, 1st May 2009: PURE, the world's leading DAB digital radio manufacturer is partnering exclusively with Australia's leading home entertainment and number one car audio brand, Pioneer Electronics to bring PURE DAB+ digital radio products to the retail channel in Australia. DAB+ services are launching in Australia from April 2009.

The business collaboration between PURE Australasia Pty Ltd and Pioneer Electronics Australia Pty Ltd unites two strong audio brands in a move that is set to kick-start digital radio in Australia, as well as benefit Pioneer's audio business. Pioneer Australia will supply PURE's growing range of DAB+ digital radio products (currently eleven models), including iPod docking models, Internet connected models and a digital radio adaptor for the car, to the retail channel.

Apart from the introduction of FM in the 1970s, Australian radio has not undergone any substantive change in its basic radio platform since its introduction in the 1920s, over 80 years ago. Digital radio will bring a new dimension to the Australian radio experience with many new features such as pause and rewind, tuning by station name, scrolling text and Intellitextâ„¢ (on demand text recall), which will provide compelling reasons for consumers to acquire this exciting new technology.

With crystal-clear, interference-free sound, radio will see a revitalisation, bringing it into the contemporary world of the Internet, multimedia and interactivity.

"We are very pleased to have Pioneer as our partner for the Australian introduction of the world's leading DAB+ digital radio receivers. Pioneer's dedication to premium audio, whether it is in the home or car, is a brand quality shared by PURE.

"Together, with Pioneer, we look forward to locally repeating the same success the PURE brand has enjoyed in Europe," says Graeme Redman, managing director of PURE Australasia Pty Ltd.

"Pioneer is thrilled by the prospect of working with the world leader in DAB digital radio and excited to be involved with the company that kick-started the digital radio revolution for the launch of this new technology in Australia." says Toshio Izumi, managing director of Pioneer Electronics Australia Pty Ltd.

For more information, please visit www.pure.com or call 0845 1489001.

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

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