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Press Release Category Entertainment - Music - immediate future Limited Release Date: January 27, 2005

In a World First, Positiva Records Agrees a Deal With Bounce Technology to Enable Personalised RealTones

By immediate future Limited
January 27, 2005
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Consumers able to create personalised real tones from any part of a music track on a CD.

PR9.NET January 27, 2005 - In a world first, Positiva Records, an EMI Music UK label, and Bounce Technology, are launching a brand new application for mobile phones that will allow consumers to create their own realtone from official artist music.

At launch, 'MyTone' will be available on an enhanced CD of The Lovefreekz's new single, 'Shine', released on 24th January, and will also be available online on Positiva's website, Created as a media player, 'MyTone' allows consumers to select an excerpt from the track of their choice, to use as their mobile 'realtone'.

Eric Winbolt, Digital Media Manager at Positiva Records, comments, "As handset evolution continues from mobile telephony to mobile computing, its power as an entertainment device is being unlocked. Consumer choice in customising their devices is an integral part of this process and that's what 'MyTone' is all about; giving the customer control."

Recognising that the creation of technology, such as 'MyTone', is in response to consumer demand, Crispin Futrille at Bounce Technology explains, "Personalisation has become an integral element to how consumers want to interact with their mobiles and 'MyTone' takes this concept one step further. Enhancing official content in this way offers greater scope for consumer interactivity and provides a finer degree of consumer control."

Users will be able to view the progression of the song onscreen as it plays and can select which part of the track they wish to download by using a slider bar. To download the personalised realtone, users are provided with a unique code that can be texted to the number provided on-screen.

The successful extension of labels into the mobile space is an essential part of the marketing mix, as Hannah Neaves, Positiva marketing manager, explains, "Our audience is very quick to adopt mobile technologies. Consequently we place increasing emphasis on mobile channels for both marketing communication and revenue generation."

'MyTone' also offers total flexibility for consumers to reselect a different part of the same track or a different track altogether to use as a realtone. It is expected that Positiva Records will roll out this service on other releases.

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About EMI Music

EMI Music was the first major record company to establish a dedicated Digital Media division in 1998. The division, headed up by Danny Van Emden, the Digital Media Director, is responsible for the digital activity of EMI Music UK and Ireland and its individual music labels. In addition, each of EMI Music's record labels - EMI Records, Innocent, Parlophone, Virgin and the catalogue division - has a Digital Media Manager responsible for developing artist specific new media opportunities, promotions and web presence.

EMI Music UK is part of The EMI Group, one of the largest music companies in the world and listed on the London Stock Exchange.

About immediate future Limited

immediate future Ltd is an independent public relations (PR) and communications consultancy, specialising in media, creative and digital industries. The team is highly experienced in both corporate and business-to-business PR. We have a proven track record with clients ranging from public and private companies, to 'not for profit' organisations.

The company is founded on three core principles: in- depth industry knowledge, professional standards and accountability. We use these foundations to deliver a holistic approach to reputation management with proactive and creative PR strategies, trusted on- and off-line media relations, and a vast array of PR tactics. The result is high-quality public relations that makes our clients’ lives easier and brings real business benefit.

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