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EMI releases music catalog on Qtrax
MUMBAI: EMI Group would make its music catalog available to the first advertising supported peer-to-peer service as the entertainment industry embraces the same technology that once nearly crippled it.
The service, called Qtrax, was developed by LTDnetwork, and at launch, will provide consumers the ability to download songs for free only as well as the option to subscribe to a premium version of the service or to purchase music tracks and albums on an a la carte basis.
The financial terms of the deal were not disclosed.
“Working with Qtrax is just one way EMI is actively supporting emerging business models, technologies and platforms to deliver music to fans,” said EMI Music North America chairman and CEO David Munns. “We believe Qtrax offers a good consumer experience and significant up-selling opportunities. Our collaboration with Qtrax will give us great consumer insight and help us gauge the boundaries between sampling and purchasing music. Ultimately, the feedback we get from Qtrax will help EMI be more responsive to consumer demand. The Qtrax service will also ensure that our artists are compensated for their works and that the value of their music and integrity of our content is protected.”
In an official release, Qtrax will offer two tiers of service: the first is a free, advertising-supported tier designed to work with and filter copyrighted content from existing peer-to-peer networks.
The second tier is a premium subscription service which will require a monthly fee. The two-tiered business model is intended to attract a broad base of consumers to try out the service, and then graduate those consumers to purchase music permanently or subscribe.
In the ad-supported, free tier, users will be able to search the network for specific tracks, and those tracks registered with Qtrax will be made available for download in Qtrax’s proprietary “.mpq” file format.
Users will then be able to play the downloaded .mpq file in full-fidelity sound quality for a pre-defined number of times. Each time a consumer plays a track, the Qtrax player will also offer fans click-to-buy purchase options, as well as the opportunity to upgrade to a premium subscription service for a flat monthly fee.
The premium subscription service tier uses Microsoft’s Janus DRM technology, which allows consumers to pay a monthly fee for unlimited access to music in the Qtrax network. Subscribers will also have the ability to transfer content to Windows Media enabled portable devices for as long as the subscription stays active.
The service will also include consumer-friendly community-building and music discovery tools, which enable fans to easily access to a vast selection of music and other content, all while generating revenues for artists and content owners.
In addition, Qtrax will offer incentive programs that will allow fans to accrue points redeemable for additional plays for tracks acquired through the free service, or for discounts off a la carte purchases or subscription fees.
“Qtrax is an innovative approach to creating a legitimate P2P offering, so we are pleased that EMI has agreed to be the first of the major music companies to participate. In addition to offering a great consumer experience which we believe will get more consumers excited about digital music, Qtrax will ensure that artists are getting paid when their songs are accesses in a P2P environment. In addition, EMI and other music companies will share in Internet advertising revenues, which according to the Interactive Advertising Bureau and PricewaterhouseCoopers reached a new record of $3.9 billion for the first quarter of 2006 in the US — a 38 percent increase over Q1 2005,” said Brilliant Technologies parent company of LTDnetwork president & CEO Allan Klepfisz.
The Qtrax service is expected to enter a test phase later this year and will initially pilot the service in the United States. In preparation for the launch, EMI will immediately begin delivering and registering its content with Qtrax’s filtering system, powered by Audible Magic.
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Ganesh Chana Sattu ropes in Ravindra Jadeja for new campaign
Cricketing all-rounder fronts ‘unnatural energy’ push for high-protein roasted gram flour drink.
MUMBAI: Ganesh Chana Sattu has just bowled a natural Yorker that feels positively superhuman and Ravindra Jadeja is the man delivering it. The nutrient-rich, high-protein roasted gram flour brand has launched a fresh campaign featuring the Indian cricketing legend. Conceptualised by TBWA\ Lintas, the campaign playfully explores how something truly natural can unlock extraordinary energy, using extreme visual exaggeration and Jadeja’s larger-than-life athleticism to show the power of sattu in action.
Rather than relying on dramatic storytelling, the film celebrates sattu as an age-old, completely natural ingredient that delivers performance so effective it borders on the unbelievable. It positions the drink as a refreshing, cool fuel for the body perfect for a generation seeking honest, high-protein nutrition without the hype.
Ganesh Consumer Products Limited director Devansh Mimani said, “Sattu has always been valued for its nutritional goodness. With this campaign, we wanted to showcase that energy in an engaging way. Ravindra Jadeja’s personality and athleticism helped us bring alive the idea that a natural drink can power seemingly unbelievable energy.”
TBWA\ Lintas unit creative director Tritirtha Chatterjee added, “The thought was to position Ganesh Sattu as a refreshing, cool drink that naturally powers the body. Ravindra Jadeja was the perfect fit to bring this idea alive. As an all-rounder, his game demands constant energy across batting, bowling and fielding.”
The campaign is now live across TV, digital platforms and social media channels, aiming to boost both brand awareness and product consideration among consumers looking for natural, high-protein alternatives.
In a category full of flashy promises, Ganesh Chana Sattu is quietly reminding everyone that sometimes the most powerful fuel comes from the simplest, most honest ingredients. With Jadeja on board, the brand has found the perfect all-rounder to prove that real energy doesn’t need artificial boosts, it just needs the right sattu.
