EMI is reportedly preparing to launch its own online music service, making them the latest major to consider a direct-to-consumer digital proposition.
Universal Music are already carrying advertising on their central consumer website which offers on-demand video streams, and there are reports they are planning on expanding that service. Plus there's been talk of the other majors, Sony in particular, offering their own download, streaming or subscription services in addition to licensing their music to iTunes and YouTube and MySpace et al.
It's not 100% clear how the proposed EMI service will work, and it's been described by the Financial Times as a "consumer lab" which tells us more or less nothing. It's thought the service will operate at the rather snappy emi.com domain, which currently points to the EMI Group corporate site, and that it may offer a combination of free ad-funded content and pay-to-access content. Some kind of 'if you like that you'll like this' service - akin to last.fm and Pandora - is also being mentioned.
It's unlikely to be a straight download platform, and one EMI source has told the reporters "this is not an effort to compete with iTunes or Amazon". Insiders say the new service should launch before the end of the year.