The BBC is set to launch the second radio amnesty promotion to drive sales of DAB.

Speaking at the Retra conference in Birmingham this morning, Owen Watters, sales and marketing director of Roberts Radio, said: “I’m delighted to announce a promotion, which is essentially a BBC initiative – and runs five years after the last radio amnesty which was massively successful.

“Consumers will come into stores with their old analogue radios, trade up to a new shiny DAB radio and enjoy a discount as a result.”

Mr Watters said that the old radios will then be refurbished and sent to the Third World.

“So there’s a strong ethical reason to get involved, as well as a commercial opportunity,” he said.

Mr Watters said the BBC will back the radio amnesty with some “fairly extensive” coverage on BBC Radio Five Live and Five Live Sports Extra.
He confirmed that all communications and point-of-sale materials for the radio amnesty will be distributed via Retra.