MXR Launches In Car DAB Promotion
Following last year’s successful cut price digital radio set promotion by the DRDB (see Cut Price Digital Radio Promotion Is Success) digital radio consortium MXR is to promote in-car digital radio with an analogue radio campaign running across Heart stations in London and the West Midlands and four regional Galaxy stations.
The two week campaign will tell listeners to call a designated number in order to take up the offer of buying one of a limited number of JVC in-car radio sets for the discounted price of £299. Diane Wray, MXR’s marketing director, said “It is exciting to be able to offer a quality product from JVC in an analogue campaign that will reach over five million people across five regions.”
The price of digital radio equipment remains a major hurdle in encouraging uptake of the medium. However, the major names in UK radio continue to put their faith in digital radio’s future, as evidenced by the ongoing competition for digital radio multiplex licences (see GWR Wins West Wiltshire Multiplex) and the recent launch of the BBC’s new digital and web-based music station, BBC 6.
MXR: www.mxrdigital.co.uk
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