Interview with Pure

PURE: "the idea of analogue radio in a digital world is a nonsense."


PURE (former name was PURE DIGITAL) is a british manufacturer that makes digital tuners. Colin Crawford (PURE's director of marketing) answered some questions.

1) When was Pure founded? and by whom?

PURE was founded in 2002 and is a division of Imagination Technologies, founded in 1986.


2) Beside the "propaganda" of engineers and lobbysts, what's your view of digital radio? Do you think it will be able to replace FM (in near future) or will it be always work-in-progress situation?

We believe strongly that the idea of analogue radio in a digital world is a nonsense. For radio to remain relevant, it must go digital and visionary markets such as the UK, Switzerland, Denmark, Germany, Italy, France and Australia are making that happen already.


3) Pure doesn't sell products with DRM (Digital Radio Mondiale). Why?

Because there is no consumer demand.


4) Might DRM+ change this choice?

We remain to be convinced but we will keep monitoring any opportunities in this area.


5) Do you think that a unique european standard (like DVB-T for television) will help strongly the manufacturers?

The DAB family of standards is already a unique European standard and the standardisation of profiles by WorldDMB, EBU and DIGITALEUROPE brought the digital radio market together for the first time and has already revitalised the industry for manufacturers.


6) Are you sure that there is future for "radio on radio spectrum" or is it just a waste of time because internet-radio will rule above any other alternative systems?

PURE is a strong believer in hybrid radio systems that combine broadcast radio content with internet connectivity. This provides a perfect solution whereby mainstream listening happens efficiently by broadcast and niche content and interactivity can be delivered over the internet. The idea that the internet could cope with the hundred of millions of hours of radio listening is preposterous.


7) Which radio station do you listen to, during your spare time?

I am a profligate radio listener spending nearly all my time on broadcast radio with a good mix of BBC and national UK commercial stations.

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On march 2010 PURE announced that it will launch, for the first time, their products in Italy in summer 2010