September 22, 1995. Copyright, 1995, Graphic News. All rights reserved

NB: THIS STORY IS EMBARGOED UNTIL 0.01AM ON FRIDAY SEPTEMBER 22. A LIST OF LOCAL STOCKISTS IN THE UK SELLING THESE ITEMS FOLLOWS ON.

HIGH-TECH HOPE FOR HARD OF HEARING
By Nicholas Booth, Science Editor

LONDON, September 22, Graphic News - A breakthrough in sound technology announced today promises to revolutionise life for the eight million people in this country who are hard of hearing. A Swiss company called Phonak has unveiled what it calls a 'Hearing Computer' - a remote-controlled hearing aid which can selectively zoom in to different sources of sound. Controlled by a handset, the Personal integrated Communication System (PiCS) will also allow the user to hear in stereo.

Existing hearing aids amplify all sounds equally. This means, for example, that a wearer in a crowded room will hear both amplified speech and background noise, effectively 'drowning' nearby conversations in extraneous noise. The new system employs an 'Audio Zoom' which can amplify nearby speech or, say in the case of someone listening to a concert, switch to panoramic sound. At the touch of a button on a remote handset - similar in size to a TV remote control - the user will be able to choose the most appropriate amplification. The handset controls the hearing in both ears.

The heart of the system is a miniaturised chip embedded inside a hearing device that can either be placed in the ear or worn behind it. Phonak believes the PiCS will corner the market as it is reliable, discreet and user friendly. It draws on new technology to employ highly flexible sound filters and a specially-designed 'smart' microchip. One problem with all existing hearing aids is that as their batteries run down, their sound quality deteriorates. With the PiCS, the consumption of electric current is minimised by use of the smart electronics. 

Each device will be tailored for the individual user. Somebody who uses the telephone at work, for example, will have different needs from someone who works outside. So when the device is fitted, the microprocessor will be programmed by specially-trained personnel. Phonak spent eight years and £15 million in developing the PiCS system which is now on sale in this country for £2,600.

SOURCES: Phonak, Phoenix Public Relations

FACTS

14% of the UK population - some 8 million people - has a problem with hearing. 

The older a person is, the more likely they are to be hearing impaired. The percentages of the total population are:

51-60 years: 19%
61-70 years:  37%
71-80 years:  60%

Only 2% of this group - an estimated 160,000 people - actually wear a hearing aid.

WHERE YOU CAN BUY IT

Customer Information: 
P.C. Werth Ltd.  (0800) 454338

Bedfordshire			Stephen Beale 		(01234) 348144
Berkshire				Graham Jefferies 	(01734) 583028
Cambridgeshire			Chris Carr			(01223) 242033
Devon				Roger Evans		(01392) 436714
Dorset				Tony Desmond		(01202) 722252
Essex					Mel Hastings		(01206) 855438
Gloucestershire			David Rees 			(01684) 850760
Hertfordshire			Andrew Beiny		(01582) 767218

Lancashire				Wally Friel			(01253) 21085
					Don Johnson		(01708) 224550
					Jim Bennie			(01942) 54713

London 				Monty Shulberg 		(0171) 935 5511
					Paul Vanderstay		(0171) 935 5555 
											x 246
					Dennis King		(0171) 580 7676

Manchester				Reg McLoughlin		(0161) 969 2461
Northants				Mark Brown		(01604) 36692
Northumberland			Gary Holland		(01661) 823281
Oxfordshire			Richard Moss		(01865) 511887
Suffolk				Mike Lambert		(01473) 210668
Sussex				Graham Sperring		(01323) 726352
Warwickshire			Michael Brough		(01926) 313913
West Midlands			Harry Yates		(0121) 212 0616
North Yorkshire			Derek Charlwood		(01904) 626623

West Yorkshire			Eddie Binns			(01274) 733577
					Keith Hamer		(01422) 360045

Scotland				David Fairfield		(0131) 220 1220
					Alan Stone			(0141) 248 4820

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