AOL Uses Branch to Entice Broadband Users

NEW YORK In yet another example of America Online trying to lure broadband users with exclusive content, the AOL Time Warner Internet unit this week launched a new program featuring artists performing a full set of music.

Singer-songwriter Michelle Branch kicked off the program by performing special renditions of seven songs from her new album, Hotel Paper, on AOL for Broadband.

The new series, called Sessions@AOL Full Set, figures into AOL’s broadband strategy. In April, Dulles, Va.-based AOL rolled out a new, enhanced broadband service, which looks to leverage its parent company’s content and other exclusive offerings to entice at-home broadband users to pay $14.95 per month in addition to fees for its high-speed ISP.

Evan Harrison, vice president and general manager of AOL Music, said, “Creating differentiated programming for our broadband members is an integral part of our strategy.”

Branch’s Sessions@AOl Full Set builds on a month-long push on AOL in support of her sophomore effort.