MUMBAI: A research conducted by specialist consumer research agency 'The Leading Question' and leading digital music business company 'Music Ally' has revealed that many consumers prefer their internet service providers as music suppliers in the digital arena.

The team conducted the research in the UK, US and France in which more than 1300 music fans participated. According to the research, the 1300 music fans felt that the music industry is offering them the wrong kind of new music services. They overwhelmingly backed Internet Service Providers as their favored music supplier when asked to choose amongst a variety of possible providers.

The survey revealed that 46% chose ISPs as their number one music service provider, while 10 per cent preferred cable or satellite TV providers. Only five per cent of the masses chose mobile operators, and the handset manufacturers got meagre three per cent votes. ISPs were also rated top choice provider for 'unlimited' music services, this despite mobile operators and handset manufacturers currently offering more of these services.

"The lesson from this survey is clear" said CEO Tim Walker of The Leading Question's, "We should listen to the consumer and
give them what they want rather than throwing new services at them in the hope that they stick. ISPs need to find new added
value offerings as their core service of offering access to internet becomes increasingly commoditised. Music looks like a
good bet both for keeping existing customers and getting new ones, particularly if you can bundle in a music service so that
it 'feels' free or very cheap."

The survey found that ISPs could also play a crucial role in helping to control unlicensed file sharing. 64% of fans claimed they would stop file sharing if they received a warning letter from their ISPs. This only rose to 76% when asked how they might react if threatened with the far more serious sanction of actually having their internet connections terminated. Other
surveys have shown similar results.

The threat of disconnection however would have a much bigger impact amongst those who actually admitted that they used file
sharing services. While only 41% of file sharers said they would stop if confronted by a warning letter this leapt to 63% if
threatened with disconnection.

"Our survey shows that music fans in the UK, US and France think that ISPs can help to influence how they use both licensed
and unlicensed music," said Music Ally, CEO Paul Brindley. He added, "While warning letters from ISPs may be enough to send
out an important message to all music fans, they may not be enough to dissuade the real target group of file sharers from
downloading music without paying."