The Microsoft technology, Media 4.0, allows songs to be downloaded from the Internet, stored or copied to a computer hard disk, CD or floppy disk. Like Lycos Radio Network, to listen to Yahoo radio, online audiences must have a PC with a sound card and free software from Real Networks. Earlier this month, Arbitron Company and Edison Media Research released a study that found the number of people listening to the radio online has doubled over the last six months. There are several advantages of online radio for advertisers. Whereas banner ads may be ignored, it is hard to avoid ads played between songs.
People can do other things while listening as well, which means longer online sessions.
Marc Morgenstern of the American Society of Composers and Performers says the increased availability of music online is a good thing.