U.K. Radio Launches 'Scrappage' Scheme To Push Digital Switch
May 20, 2010 at 4:27 AM (PT)
British radio companies, including the BBC and a consortium of commercial operators, have launched an analog radio "scrappage" scheme to offer consumers the chance to trade in their analog sets for new digital receivers. The "radio amnesty" program, which starts SATURDAY and runs through JUNE 26th, gives discounts of 10% to 20% through participating retailers when buyers trade in analog radios, which will be reconditioned and sent to AFRICA for the underprivileged.
The initiative, available through TESCO, ARGOS, COMET, JOHN LEWIS and several independent stores, is being promoted on the air with promos voiced by actor STEPHEN FRY, SLADE's NODDY HOLDER, TV personality and BBC LONDON 94.9 morning co-host GABY ROSLIN, and sportscaster and BBC RADIO FIVE LIVE midday host GABBY LOGAN. The CURRYS and DIXONS chains, major electronics retailers in the U.K., are not participating.