Exclusive by Patrick Avenell

MELBOURNE: In the build up to the anticipated switch-on the digital radio broadcasting, one leading supplier as fired a salvo at his radio rivals. Graeme Reardon, the MD of Pure Australasia, has questioned the credentials of some players in this category, claiming that whilst he’s been doing this for years, they’re trying to make a quick buck.

Talking to Current.com.au yesterday, Reardon explained how his company, which is a wholly owned subsidiary of the British brand, has been involved in the digital switchover since 2001.

“In the UK, we are one of the founders of the DAB digital radio industry that is now blossoming,” said Reardon. “As for Australia, we have been involved from the very beginning and have helped to shape the introduction of DAB digital radio here.

“We commenced our involvement in 2001, just when radio industry was starting to get serious.”

With the switch-on for commercial stations planned for next month, Reardon reported Pure already has firm orders for stock from Harvey Norman stores, and is currently in discussions with Bing Lee, David Jones and WOW Sight & Sound.

When asked why retailers should support Pure as opposed to other suppliers, such as TEAC, iRiver or Grundig, Reardon went on the offensive.

“We’ve been here since 2001, ask where some of the others have been,” he said. “We offer the best range and better value for money than anyone else.”

When asked what Pure was doing to support retailers, Reardon that Pure offers full national support, including merchandising, and has already begun advertising in consumer magazines.

Pure has 11 current DAB+ ready radios in its range, and is launching four new models this June. The RRP range of these models is $199 to $999.