A consortium of top Indian music industry labels have come together to form Label Mobile Media Pvt - under the MMX initiative that seeks to reign in rampant illegal downloading of songs to mobile chips. Without doubt, the task is not going to be easy.
What's the solution?...I guess, it should be to build awareness. But then, with technology developments moving at a frenetic pace so hard to match, the music industry giants, as usual, will find themselves outpaced by it all so whatever monies they are able to recover from this initiative is bound to be treated just as an 'added bonus'. However, if it works, it could turn out to be a great money-spinner. Therefore, it all boils down to the BIG chase by the BIGGIE labels after the HIT-n-RUN and 'make-quick-bucks' mobile pirates! Let's see how they manage to tackle the 'mobile menace'!!! Will MMX turn out to be a WHAT AN IDEA SIRji initiative or will it be yet another instance of a promising idea doomed to go bust?..only time will tell.
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