Sanity Loadit music service granted reprieve

Sanity Music has issued a stay of execution on its troubled Loadit music service due to ‘customer response’.

In an email sent to subscribers, chief executive Ray Itaoui said that rather than closing the service as planned on January 1, it would now be maintained ‘for the present time’.

iTnews reported back in December that customers of the service had been given 30 days notice of the impending closure. This latest development appears to reverse Sanity’s earlier decision.

In the latest email, Itaoui said that per track registered customers would now be able to use account credits for future purchases on the service.

Previously, these customers had been offered Sanity, Virgin or HMV gift cards for the outstanding amounts.

Customers using the monthly subscription option – which enables access to up to 300 songs per month – will also be offered the chance to continue with the Loadit service.

“Upon confirmation by you of your acceptance to continue with your subscription service, Loadit will then charge your previously registered credit card and you will be able to continue to enjoy listening to your subscription library,” said Itaoui in the email.

“If you choose not to continue with your subscription all previously downloaded tracks will not be able to be enjoyed.”

No further information was provided on Sanity’s long-term plans for the service.

Loadit was launched with much fanfare in mid-2008. Microsoft Australia is one of the highest profile partners in the service construction; the Loadit software acts as an add-on to Microsoft’s Windows media player version 11.