Technology - Evolving models

Sourced from the media gaurdian.http://media.guardian.co.uk/newmedia/story/0,,2040201,00.html

The music industry is adapting to evolving consumption models and signing content deals often based on a cut of advertising. It has to - the revenue hole from falling CD sales is not being plugged by iTunes downloads.

Elsewhere, yet-to-be-launched "legal" P2P networks (ie users will be able to swap DRM-encoded tracks) QTrax and Mashboxx have all signed deals with major labels. The former will run on the Gnutella network, while the latter is headed by former Grokster boss Wayne Rosso. BitTorrent, meanwhile, has recently launched a legal download service. Its software will also power the next wave of video platforms in the shape of the BBC's iPlayer. And then there is Joost, whose founders, Niklas Zennstrom and Janus Friis, developed the technology that powered Kazaa.
"Six years later, the labels have learned the difference between P2P and piracy," says Rosso. "They've learned that P2P is a technology. Ultimately, I think that the content will be free and all ad supported."