MEDIA: to fine-tune offers, the free internet radio venture launched this week, is

set to offer highly accurate targeting of on-line consumers via 40

separate music streams.

Each visitor to the site completes a 'music mixer' test on-line which

determines the songs they are most likely to listen to.

Users can pre-set up to five channels which reflect their taste. These

are derived from broad music streams - pop, rock, dance, urban and jazz

- which are further subdivided into much narrower streams such as

classic rock and contemporary rock.

Backed by Chrysalis New Media, the site also contains 15 'specialist'

channels, such as opera or drum and bass.

Puremix also carries news and lifestyle content and is looking initially

to reach 18 to 34-year-old 'early adaptors' to on-line consumption of

music. It hopes to attract 500,000 users in the first year.

Business development director Miriam Nevill, who is responsible for PR,

marketing and promotions, said: 'If you wanted to reach 17-year-old

girls you would look at the chart, pop and dance streams, for example.

In terms of reaching your audience, you can divine a lot about people's

lifestyles as well as musical tastes.'

Nevill said each 24-hour stream is programmed daily. In addition to

music, they will carry on-line and audio promotions and


Puremix is looking for editorial involvement which emphasises user


'People don't just want banner ads,' Nevill said.

Chrysalis New Media owns 65 per cent of Puremix, with the balance

between co-founders Keith Pringle and Ande Macpherson, who both worked

for Chrysalis Radio before leaving last March.

All users require RealPlayer to access the Puremix service and Mac users

need the Netscape browser.

Opportunities to extend Puremix's scope to include video streaming, or

other platforms such as digital radio, will be considered, Nevill said.

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