Radio Amnesty to offer discounts on DAB radios

LONDON - Radio manufacturers are to offer consumers a discount on new digital radios in exchange for their analogue sets, which will be reconditioned and sent to Africa.

The scheme, called the Radio Amnesty, will be supported by a marketing campaign funded by the radio industry and coincides with the scheduling of exclusive digital coverage of the Fifa World Cup and other sporting and musical events this summer.

From this Saturday (22 May), consumers will be able to get discounts on digital radios from Alba, Bush, MagicBox, Panasonic, Philips, Proline, Pure, Roberts and Sony at participating retailers, which include Argos, Comet, John Lewis and Tesco, as well as independent stores.

The offer will run until 26 June. All analogue sets handed in will either be reconditioned and donated to charities working in southern Africa, or recycled if they are beyond repair.

The on-air promotions for the scheme, created by Abbott Mead Vickers BBDO, are voiced by Stephen Fry, Gaby Roslin and Noddy Holder. They will be played on commercial radio stations such as Classic FM and Absolute Radio, as well as national and local BBC stations.

Ford Ennals, chief executive of Digital Radio UK, the company responsible for promoting digital radio in the UK, said: 'The Radio Amnesty gives consumers even more reasons to get digital radio. This is an amazing summer of exclusive sports and music on digital radio and a great opportunity to support children's charities.'

Andrew Harrison, chief executive of the commercial radio trade body RadioCentre, said: 'The Radio Amnesty is a terrific scheme which will see many more listeners discovering the benefits of digital radio.

"The scheme has the full support of all the major commercial radio groups, including Global, Bauer, GMG Radio, Absolute Radio and UTV Radio, as well as exclusive-to-digital services, such as Planet Rock and NME, Jazz FM and Panjab Radio, which are donating significant airtime to the promotion to ensure that our listeners know about this great opportunity."

The offer has been developed by the BBC with the support of Digital Radio UK, commercial stations, set manufacturers and retailers.

More than a third of adults (34.5%) now have a DAB set at home, according to the Rajar radio audience report for the first quarter of 2010.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

PHD and MediaCom lead nominations in Thinkbox TV Planning Awards shortlist

PHD and MediaCom lead nominations in Thinkbox TV Planning Awards shortlist

PHD and MediaCom are the most shortlisted agencies in the 2016 Thinkbox TV Planning Awards, run with Campaign, which will be judged next week.

Share
ISBA's media transparency contracts under fire from agencies

ISBA's media transparency contracts under fire from agencies

ISBA's attempts to introduce greater transparency around media agency contracts with advertisers are unworkable and irresponsible, it has been claimed.

Share
Facebook and Twitter gear up for live video battle as mobile adspend war intensifies

Facebook and Twitter gear up for live video battle as mobile adspend war intensifies

Twitter's stock is plunging while Facebook's soars, but Twitter is hoping to reverse this trend as the two social media giants prepare to lock horns over live video.

Share

Get news by email