A trial period in which cut-price digital radio sets were offered for under£100 has resulted in huge demand from consumers, according to the Digital Radio Development Bureau (DRDB), writes Luke Satchell.
The pilot scheme, which offered 300 VideoLogic sets for£99, was carried out in eight shops around the country (Broadcast, 7.12.01). The DRDB said there were a total of 5,000 requests for the sets and all stores sold out in under an hour. DRDB chief executive Terry Sciculina said the demand from consumers represented 'a wake-up call for the big brands to get mass-market DAB digital radios on sale quickly'.

The news will provide a tonic for the digital radio industry, which is struggling to get off the ground. The DRDB says its analysis shows that at£99 manufacturers could sell£500,000 to£1m worth of sets in a single week.

Away from discounted trials, the cheapest set available on the market retails at£300, with some costing closer to£3,000.