Danish telco offers free music downloads

31 Mar 2008 | 17:02 BST

By Stewart Meagher

DANISH COMMS company TDC has launched a new free music download service for its mobile and broadband customers.

It will offer unlimited access to over a million tracks from three of the biggest record companies in the world as well as some less well-known Nordic artists.

The service, called Play, launches at midnight on April 1st, sparking rumours that the whole thing was an elaborate April Fools gag.

TDC press spokesman, Ib Jensen, however, assured us that all was above board. "I know it all seems too good to be true but I hope we have convinced most people that it's not an April Fool." He then went on to explain how the whole thing works: "TDC pays a cash sum to the labels we have agreements with. That sum is split between the labels depending on which are the most frequently downloaded tracks each month."

Jensen described the move as a "Blue Ocean" strategy and TDC is the first company to try the model. Other mobile providers are expected to follow suit.

Jens Alder, President and CEO of TDC claims that when his customers wake up tomorrow, "we will have changed their everyday lives." They will find, he says, "they are suddenly able to download all the music they wish as a part of their subscription from TDC or YouSee, legally and without extra charges."

At present, TDC has entered into agreements with three of the four largest international music companies, EMI, SONY BMG and Warner Music Denmark as well as many Danish independent labels including the MBO group, DIGIDI, Artpeople, Clockwize, House of Scandinavia. The agreements cover both new and back catalogue releases.

Under the terms of the deals, the ability to play the downloaded tracks will expire automatically if the customer terminates their subscription. TDC will also offer music fans the opportunity to purchase their favourite tracks permanently for 8dkk (approx. €1) per download.

"It took the right combination of scale and innovation to make such a pioneering idea a reality. TDC has this combination, but fortunately we also met people in the music industry who have also been able to see the possibilities for Play," added Jens Alder.

The service reckons it will cover around 70 per cent of the Danish music market. Just so you know what to expect, here's the current Danish singles chart:

1 Madonna: 4 Minutes
2 Lizzie Ramt: I Natten
3 Duffy: Mercy
4 Shayne Ward: No U Hang Up
5 L.o.c.: Xxxcouture
6 Annie Lennox: Why
7 Britney Spears: Piece Of Me
8 Leona Lewis: Bleeding Love
9 Alicia Keys: No One
10 Szhirley: Glor PÅ Vinduer
11 Alex Feat. Nik & Jay: Hvad Nu Hvis
12 Anne Linnet: Ingen Anden DrØm
13 One Republic: Stop And Stare
14 The Fray: Over My Head (cable Car)
15 Flo-rida Feat. T-pain: Low
16 Aura: Song For Sophie
17 Rihanna: Don´t Stop The Music
18 Thomas ButtenschØn: Smukkere End Smuk
19 Colbie Caillat: Bubbly
20 Alphabeat: Boyfriend

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Well we'll be smukked if it don't sound like a fine idea! µ

© 2007 Incisive Media Investments Ltd. 2007