• Reuters, Tuesday, April 11, 2006 12:45 PM

In a new branded entertainment initiative, Coca-Cola Co. is creating its own music program that will be distributed through its own Web site and via peer-to-peer networks in formats optimized for viewing on computers and on portable devices like iPods and PSPs. The show, entitled "Stageside" will showcase Island Def Jam R&B star Ne-Yo as its first artist. The free program is not protected by digital-rights management technology of any kind and is completely free and legal. The concept of the show is for fans to share with all of their friends using any means they want, so DRM would be counterproductive, according to Reichgut. "This is not piracy, nor does this encourage piracy," Coca-Cola Vice President-interactive marketing Carol Kruse said. "This is a legal way for consumers to download and share great new content. It's good for the artist, the label and, most of all, our consumers. We are reaching people where they live and on their terms."

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