Radio consortium backs DAB with big giveaway

by Daniel Farey-Jones, Brand Republic 12-Dec-05, 11:00

LONDON - Digital radio consortium MXR has put together a promotion giving away 239 DAB digital radios on-air and online in the run-up to Christmas.

MXR operates regional digital radio multiplexes including the West Midlands and is owned by Chrysalis, Guardian Media Group, GCap Media, UBC Media and car manufacturer Ford.

It also markets the shareholders' digital stations including Heart, Xfm and Real Radio.

Competitions to win a digital radio will be run across 39 analogue stations and some of the digital stations. Station websites will also run an online version of the competition, sending entrants to MXR's e-commerce site buydigitalradio.com.

Diane Wray, managing director of MXR, said: "The importance of this promotion in the run-up to Christmas is reflected in the universal support that we have received from all the stations."

Recent Rajar figures revealed that 10.5% of UK households owned a DAB radio in September 2005, compared with 4.5% in September 2004.

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