Asda is selling a DAB radio for £15. (ERT Knightline – May 15, 2008)
Well, I’ve seen (and heard) it all now.
 

A recent advertisement in some of the Sunday papers said: ‘A DAB radio for £15. Get one for every room.’
 

I know that the supermarket chain has been selling cheap DAB products for a while, but even I was surprised by the drastic price discount of the Durabrand DAB/FM unit from £25 to £15.
 

That means I could kit out my house with four models for only £60. Sounds like a right bargain, eh? Hmm.
 

As a great fan of DAB – both the technology and the content - I must say it’s sad to see the category sink to a new low.
 

I haven’t listened to or seen the £15 radio – I tend not to frequent Asda - but I’m guessing that it doesn’t come close to the quality, the performance and the features of those products by the major players in the market.
 

Here at ERT Weekly – both in the magazine and online – we have covered DAB on a regular basis.
 

DAB products have been a real lifeline for the independents – allowing them to demonstrate and sell an innovative technology that’s suitable for both younger and older consumers alike.
 

Plus the market is dominated by some quality brands.
 

In these difficult times, I can’t stress how important it is for independents not to try and compete with the supermarkets on price.
 

Let Asda sell a £15 DAB radio to those consumers who will stick it in their trolley along with their tins of baked beans.
 

As indies, stick to doing what you do best – selling quality products and offering the customer great advice and good service.
 

Leave the tertiary brands to the supermarkets. You can even trade your DAB customers up to accessories such as iPod docks, in-car solutions and the like.
 

In fact, why not sell them a £60 DAB for every room, rather than a £15 one.
 

That will be music to your ears.

seanhannam@dmgworldmedia.com