MEDIA: Pounds 49 digital radios if Emap secures a Leicester licence

Emap is attempting to accelerate the pick-up of digital radio by

pledging to provide digital sets for £49 - rather than the current

price of several hundred pounds.



The move depends on the media group's bid for the new local Leicester

licence being accepted.



Emap said it will spend £250,000 subsidising manufacture for the

area's audience if it is successful.



The price of digital radios is widely seen as a major sticking point in

the development of services, since households often have several

portables.



Shaun Gregory, Emap Performance director of development and Emap Digital

Radio MD, said: 'We are keen to expand out of our northern heartland and

make digital radio happen. Emap is prepared to fund initiatives to grow

digital radio and see it as the multiplex operator's responsibility to

find new ways to ensure take-up of what is the next step.'



Emap has seven wholly-owned digital multiplexes and three joint

ventures.



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