Bangkok--19 Jun--Hill & Knowlton Soundzero on MSN represents new online strategy for Warner Music New music marketing strategy set to enhance online experience of 4.25 million Windows Live Messenger users Warner Music Thailand has launched a new radio station on MSN’s Windows Live Messenger aiming to strengthen its position as a music leader amongst Thailand’s online community. By partnering with MSN, the new radio station will be accessible to the 4.25 million users of Thailand’s leading Instant Messenger (IM) service, simply by clicking the Soundzero tab on Windows Live Messenger. The move by Warner Music Thailand represents a bold new strategy by the company to branch out and become a media outlet, making artists from a number of different record labels, as well as their own more readily available to Thailand’s rapidly growing online community. It is also the first time that an embedded online radio has been featured as part of Windows Live Messenger anywhere in South East Asia. The important role of online media as a way to target young Thai people was recently confirmed by a Synovate study which found that young people in Thailand aged between 18 and 24 years, spend more time per day exposed to the internet (6.7 hours) than either TV (5.5 hours), print (3 hours) or radio (2.1 hours) media. Chatting via IM services is also one of the most popular ways for young people to communicate online and amongst Thailand’s online population of approximately 13.4 million, Windows Live Messenger is the leading IM service provider. Currently there are 4.25 million daily users, up from 2.9 million just one year ago who send an average of 120 instant messages every day, 12 times the average daily number of SMS messages sent (10 million). Thailand is also ranked as the ninth Windows Live Messenger market in the world in terms of user engagement. “The changing trends of media consumption required us to evaluate our strategy on how we deliver our content to Thai audiences. With young people now spending more time online, Soundzero on MSN will be central to our overall marketing strategy,” commented Nadda Buranasiri, Managing Director, Warner Music Thailand. “Our partnership with MSN provides a great opportunity for even more Thai people to enjoy hit songs from Warner Music musicians as well as other sources, than ever before. This initiative provides increased opportunities for Thai music lovers to interact with their favorite artists by listening to music on demand, rating various songs, downloading mobile content and entering contests to win fabulous prizes.” “Through initiatives like Soundzero on MSN, we are providing opportunities for innovative companies in Thailand to connect with our loyal and fast-growing online family,” agreed Craig Law-Smith, South East Asia Marketing Director, Windows Live & MSN. “We believe that this development will really enhance the shared experience of MSN users in Thailand. With the ability for two or more people to chat and listen to the same song together, we are encouraging MSN ‘buddies’ to form stronger emotional bonds and ultimately enjoy a richer experience while they chat on Windows Live Messenger.” Featuring four different channels to suit different musical tastes (Hits, Rock, Rare and New Releases), Soundzero on MSN, also provides easy access to the featured artists’ websites as well as the option to download ringtones and enter fun online contests. Soundzero on MSN is being officially launched on 17th June at a consumer event at Central World, featuring performances by some of Thailand’s leading local artists, including Groove Riders, Bee Pirapat and Slot Machine. Photo captions: Photo 1: Craig Law-Smith, South East Asia Marketing Director, Windows Live & MSN (center left) and Nadda Buranasiri, Managing Director, Warner Music Thailand (center right) are joined by two “Butterfly girls” at an event to announce the launch of Soundzero radio on MSN. The new online radio allows Thai users of Windows Live Messenger to chat and listen to hit songs at the same time. Photo 2: Soundzero radio on MSN can be accessed by clicking on the tab on the left side of the Windows Live Messenger Window. The new online radio includes a number of interactive features such as access to the featured artists’ websites, the ability to download ringtones and entrance to online contests. About MSN and Windows Live MSN attracts more than 465 million unique users worldwide per month. With localized versions available globally in 42 markets and 21 languages, MSN is a world leader in delivering compelling programmed content experiences to consumers and online advertising opportunities to businesses worldwide. Windows Live, a new set of personal Internet services and software, is designed to bring together in one place all the relationships, information and interests people care about most, with enhanced safety and security features across their PC, devices and the Web. MSN and Windows Live will be offered alongside each other as complementary services. Some Windows Live services entered an early beta phase on Nov. 1, 2005; these and future beta updates can be found at http://ideas.live.com. Windows Live is available at http://www.live.com. MSN is located on the Web at http://www.msn.com. MSN worldwide sites are located at http://www.msn.com/worldwide.ashx. About Warner Music International Warner Music International (WMI) is Warner Music Group's global (ex-U.S.) recorded music division that markets and distributes WMG's world-class roster of U.S. and international recording artists through a network of affiliates and licensees in more than 50 countries. With a commitment to developing local talent as well as marketing international superstars, WMI leverages its expertise in each region around the world to attract and cultivate a diverse international artist roster. WMG is a pioneer in delivering music content in new and exciting ways, with a track record of 'firsts' in the digital space. For press only: Suphada Chaiwong Hill & Knowlton Thailand Tel: 0-2627 3501 ext 209 Fax. 0-2627 3510 Email: [email protected] Jamie Rowland-Jones Hill & Knowlton Thailand Tel: 0-2627 3501 ext 206 Fax. 0-2627 3545 Mobile : 08-18292106 Email: [email protected]