IQ News: Launch Media, Intel To Make Personalized Music Together




In an effort to expand rich broadband applications that deliver the production quality of TV in an interactive environment, Santa Monica, Calif.-based Launch Media and Intel are collaborating on a personalized music channel. The as-yet-unnamed broadband channel, which will be delivered to users’ PCs via satellite, is slated to launch in early 1999.
The music channel will feature content–including album reviews, artist performances, and interviews–currently available through the Launch CD-ROM and the myLaunch Web site (www.mylaunch.com).
Dave Goldberg, CEO of Launch Media, said the new venture will blend the rich media capabilities of the disk with the personalization features of the site. “We’re combining the two things that we do … it’s always been kind of our vision,” he said. Santa Clara, Calif.-based Intel is an investor in Launch Media and supplies technology and advertising to its music offerings. For this effort, the company will provide technology, including a filtering agent that will allows users to express a preference for certain types of music, while excluding other musical genres.
“By facilitating the development and delivery of compelling, music-based experiences, we hope to show consumers the tremendous promise of powerful PCs connected by fat pipes,” said Claude Leglise, vice president of Intel’s Content Group.
The Launch CD-ROM has a paid circulation of 285,000, Goldberg said, and the Web site has more than 500,000 registered users.
Advertising on the new channel will be personalized and be capable of carrying 30-second TV spots, which can already run on the CD but not on the Web site, Goldberg said. Current advertisers on the site include Lee Jeans and Yahoo. Nintendo and Citibank are among the advertisers on the disk.
“Eventually, we think we can get rid of the disk and a lot of the content [on] the site,” Goldberg said. “From Intel’s perspective, it’s a chicken and egg thing–there certainly has to be some content [before consumers] go out and get a satellite dish. We’re going to learn a lot about what people want from a broadband experience.”