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News | 09/08/2004 4:00 am EDT

Iceberg launches new online radio station for young adults
Iceberg Media.com Inc. has launched a new streaming music service and portal aimed at college and university students, FatPipeRadio.com. The site features 11 radio channels including rock, alternative, lounge and hip hop formats. Besides the tunes, the FatPipe portal will also feature webcast events and concerts, contests and columnists. The site has plans to make tracks available for sale through a partnership with Moontaxi Media’s Puretracks.com later this fall. The site appears to be heavily reliant on sponsorship for revenue, and packages will be offered to sponsors that include banners, audio commercials, buttons and rich media advertisements. Molson Canada will be a charter sponsor, and the exclusive advertiser in the beer category, through its media agency, Mediaedge:cia. The site’s launch is being accompanied by a guerilla and street marketing effort executed by Grassroots Advertising. Iceberg sister company Sound Source Networks Inc. will handle media and sponsorship sales. News of the launch is the first significant announcement out of Iceberg in quite a while. In October 2002, the company announced that its music would be featured on the Degrassi.tv web site run by Snap Media Corp. (CNM, Oct. 23/02), which was the first news from the company since it was acquired by Standard Radio Inc. in May that year (CNM, May 31/02). Since the Degrassi announcement, news has been scarce from Iceberg, likely as Standard cast about for a way to integrate the property with its traditonal radio properties. Standard has worked extensively with Universal Music Canada, which is an important shareholder in the Puretracks initiative, so news that Moontaxi and Iceberg are on track to form a white label partnership is unsurprising. Fatpipe will be streamed using Windows Media Player 9.

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