Cut Price Digital Radio Promotion Is Success

The Digital Radio Development Bureau (DRDB) has declared a £99 digital radio promotion a success, after 5,000 people went after 300 of the cut-price sets. Terry Scicluna, chief executive of the DRDB described the response as “a wake-up call for the big brands to get mass market DAB digital radios on sale quickly.”

The promotion was launched at the start of this month (see £99 Digital Radios To Go On Sale), and yesterday morning a limited number of the VideoLogic radios went on sale in a selection of shops and online. 2,000 people registered for a chance to buy via the website, while people queued from 5.45am in some areas. One shopper set up camp outside a London store at 7.45pm on Tuesday night, while a newspaper competition which ran for seven hours on Tuesday received over 3,000 entries

All the shops were sold out within an hour. Scicluna said he was sorry for the disappointment of those who didn’t get to buy. “We were overwhelmed by the response.” he said. “Our analysis suggests that a manufacturer could sell £500,000 to £1m worth of this type of product in a single week.”

DRDB: 020 7306 2630 www.drdb.org

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