London Taxi Drivers queue for PURE Highway Giveaway

London Taxi Drivers queue for PURE Highway Giveaway

London, UK, 21st November 2008: Absolute Radio (formerly known as Virgin Radio) drew scores of taxis to London on Monday 17th November 2008 by offering the first 100 licensed London black cab drivers who drove into Golden Square W1 at 9am a free PURE Highway, the world's first plug and play in-car DAB radio.

The giveaway was aired nationally on the Christian O'Connell breakfast show and the Highways were handed out by the DJ himself.

O'Connell said: "Black London cabs are part of the fabric of this city and are ever reliable. Literally minutes after I put the call out this morning they were all there in force around the square. I apologise for anyone who couldn't get a cab in the Soho area this morning, but at least there will be quality entertainment in your cabs from now on."

The multi award-winning Highway, recipient of the Auto Express 2008 Product of the Year is currently benefitting from a £250,000 co-marketing and airtime campaign in the lead up to Christmas on a portfolio of stations including Absolute Radio, Classic FM, Jazz FM, talkSPORT and Planet Rock.

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."

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 2007. 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."

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 0845 1489001.

About PURE Digital
PURE Digital is the world's leading manufacturer of DAB digital radios 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
tel +44 (0)1923 260 511
fax +44 (0)1923 270 188

PURE Digital
Imagination Technologies
Home Park Estate
Kings Langley
Herts WD4 8LZ