ISP People Telecom and hosting and media provider Destra have signed a commercial agreement to deliver music 24 hours a day to People Telecom customers.
The deal will allow People Telecom's Swift residential broadband services division to deliver Swiftmusic, a new content service giving its customers access to downloadable music content from Destra.
Ryan O'Hare, CEO at People Telecom, claimed the deal was a first for the industry. People Telecom would initially offer its customers Swiftmusic vouchers to entice them to try the service.
Music could be downloaded from Destra music sites, such as JBHIFI.com.au, Sanity.com.au, Chaosmusic.com or MP3.com.au. The service adds to People Telecom's internet gaming and voice-over internet offerings introduced earlier this year.
"There's no doubt it's content that excites users," O'Hare said. "We are confident it will win them over."
Domenic Carosa, CEO at Destra, said a "unique" incentive strategy was being adopted. Customers would be impressed by the "ease, speed and cost-effectiveness" of downloading music from the World Wide Web, he claimed.
Music downloads would not be counted as part of a customer's monthly download due to a special link between the service providers' networks, he said.
Destra claims its destramusic.com division is Australia's largest digital rights management provider. Its service is delivered via music retail partners and would be augmented by adding content providers over time.