Pure and Sound Digital announce strategic partnership, with manufacturer to launch in-car digital adapter

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Digital radio manufacturer Pure has announced a major on-air campaign and partnership with Sound Digital – the consortium led by Arqiva, Bauer Media and UTV Media which is set to deliver the UK’s biggest ever expansion in national radio stations.

Sound Digital, which has been awarded the licence to operate the UK’s second national commercial digital radio multiplex, is set to deliver a ‘step change in choice for listeners’ with at least 15 national digital radio services commencing in early 2016.


The focus of the partnership and on-air campaign is Pure’s new in-car digital radio adapter, due to debut early 2016 to coincide with the Sound Digital launch. An information campaign aimed at encouraging new listeners to retune their radios to receive the new stations will also be a key part of the promotional activities.

Pure’s new car adapter is set to make a significant impact on the industry thanks to its ‘simple installation, exciting feature set and accessible pricing’, Pure says. The adapter will be available at a ‘market changing’ price point and will benefit from Pure’s engineering expertise, extensive in-car experience and ‘state-of-the-art’ technological innovation.

A key aspect of the UK government’s strategy to support a digital future for radio is to ensure that there are enough compelling and accessible solutions to help consumers convert their cars. Despite over 70% of new cars now coming with digital radio as standard in the UK, there are more than 27 million vehicles on the road that need converting. Pure believes that its new adapter is set to bring real momentum towards a digital radio future in Europe.

Sound Digital chairman Steve Holebrook said: “We’re delighted to be teaming up with Pure to support the launch of this innovative new radio adapter. It promises to deliver an easy and affordable new way for listeners to access our digital radio services in their cars from a brand they know and trust.”

Halfords category manager Jon Oliver added: “We’re incredibly excited to hear about Pure’s new adapter as they have a great track record in innovating in this market and from what we’ve heard, the adapter has some exciting features. The launch of 15 new digital stations in 2016 will be a real driver for our customers to upgrade their cars to digital and this new adapter is shaping up to be a solution that really fulfils their needs.”

Pure general manager Paul Smith commented: “We are extremely pleased to announce this significant promotional partnership with major broadcast and retail partners. We have considerable heritage in the in-vehicle digital radio category and this third generation will be the most significant yet. We will work closely with our lead retail and broadcast partners over the coming months to make this launch the most transformative ever for the in-car digital radio aftermarket.”

Digital Radio UK chief executive Ford Ennals said: “We welcome the news that Pure is launching a new digital radio adapter for the car next year and see it as a real transformation for the market. With the great increases in digital radio coverage and new digital stations coming next year we believe that consumers will be looking for a high-quality affordable solution that will enable them to get all their favourite digital stations in their car.”

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