Digital rights management versus consumer choice

The mp3 player revolution has taken the world by storm. The idea of fitting hundreds of songs into a device that slips easily into a coat pocket has grabbed the imagination of millions. By far the most successful player on the market is the Apple 'iPod'.

Apple iPod

Apple has enjoyed an astronomical rise in profits over the last few years, mainly due to its mp3 player - the 'iPod'. Since its launch in 2001 it has sold in excess of 80 million units worldwide. The latest versions by Apple now allow users to watch movies and store photos.

Digital rights management (DRM)

One aspect of digital music technology that is causing a great deal of controversy is the issue of copyright. Digital rights management (DRM) currently restricts how downloaded music can be played. Enforced by record companies, songs purchased and downloaded from Apple's 'iTunes' website can only be played on 'iPods'. This is because they come shipped with its own DRM technology known as 'FairPlay'.

Record labels

Apple claims that the restrictions were placed upon it by the big record companies - EMI, Sony, BMG and Universal - who fear that their music could be exposed to piracy. However, cynics claim that this is a convenient agreement for Apple.

Another argument against this practice is that it is allowing Apple to create a monopoly for itself in the online music industry. Not only does the consumer lose out- by being forced to buy an 'iPod' if they want to use 'iTunes Music Store', but small record companies are also feeling the squeeze from the fact that their music cane only be played on certain mp3 players, thus reducing exposure.

Consumer power

Consumers and professionals in the music industry see this as restrictive and the tide is slowly turning away from DRM technology. Steve Jobs (CEO of Apple) recently wrote an open letter describing the way in which he envisages the future of digital music. In a nutshell, he is an advocate of scrapping DRM and letting any downloaded song be played on any mp3 player.

Several record companies have also stepped into the debate by backing the idea of music for all. EMI, which boasts stars such as Robbie Williams and Pink Floyd, has been the latest company to show its support for greater online music availability by contemplating selling all internet music in mp3 format.