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Gateway Supports Consumers' Digital Music Rights
SAN DIEGO -- Gateway, Inc. today will publicly take a stand with consumers on the digital music debate, launching the first mainstream marketing campaign by a technology company supporting consumers' right to enjoy digital music legally. Speaking directly to consumers with an integrated campaign of TV, radio, web and in-store communications, Gateway invites them to legally download music at www.gateway.com and attend free digital music clinics in all 277 Gateway stores on April 13 and 14. The company also declares its support for activities that are accepted today -- such as converting a legally acquired CD to MP3 format for use in a portable player, or burning a backup copy of a legally acquired CD as a safety measure -- but which could be outlawed by a bill proposed by Sen. Fritz Hollings of South Carolina. "Digital technology allows consumers to enjoy music in new and exciting ways, but illegal piracy and government intervention both threaten to stop the music," said Ted Waitt, Gateway chairman and CEO. "Our customers are telling us clearly that they value digital music technology and they want to keep using it legally. This campaign is intended to show we support their right to do so while giving them the tools and information they need to understand and use digital music technology in ways that don't harm copyright holders." Music to Consumers' Ears An independently conducted, national opinion survey(1) commissioned by Gateway last month indicates that 44 percent of U.S. PC owners currently have a CD burner. The survey suggests that consumers who've adopted digital music technology want to keep using it, and report that their use of it is compatible with a healthy, profitable music industry. For example: -- Of consumers who say they have downloaded music from the Internet, 73 percent say they now spend the same amount of money -- or more -- on music purchases. -- Fifty-three percent of computer owners say they'd be more likely to buy a CD if they could first download one track from the Internet. Only 10 percent say they'd be less likely to buy given this ability. Gateway's Campaign Tonight a TV spot will debut featuring Gateway CEO Waitt and his talking Holstein cow on a road trip, enjoying a mix CD. The two sing along with musician Elwood's edgy cover of Gordon Lightfoot's 1974 hit "Sundown." The commercial offers a free "Sundown" MP3 download on www.gateway.com , encourages viewers to burn it to a CD or load it on an MP3 player, and concludes by telling them "Gateway supports your right to enjoy digital music legally." The TV commercial directs consumers to an all-new area of Gateway's website, the Digital Music Zone ( http://www.gateway.com/digitalzone/music ) where they'll find: -- A free, legal download of "Sundown" plus a selection of other free, legally downloadable MP3s that will be refreshed frequently -- making Gateway.com a destination for music lovers. -- Introductions to CD burning and music downloading from the Internet -- without infringing on others' copyrights. -- Gateway's statement on consumers' digital music rights. Starting Saturday, all 277 Gateway stores will give away CD-R blanks (limit three per customer, while supplies last). This Saturday and Sunday at 4 p.m. local time, all Gateway stores also will host free digital music clinics -- one-hour presentations on how to burn CDs, work with music software, and more. The TV commercial was created by Gateway's advertising agency, Siltanen-Keehn. Gateway and Digital Media Gateway is a leader in helping consumers adopt new technologies to improve their quality of life. Two years ago the company introduced its revolutionary Your:)Ware 2.0 packages -- all-in-one bundles of hardware, software, peripherals and training that allow consumers to quickly and easily get up and running on popular digital media applications such as digital music, photography and video. Gateway also is the nation's leading provider of consumer-focused technology learning programs, using its nationwide network of Gateway stores to teach people how do get more out of technology. "Piracy is illegal and hurts the artists whose music adds to our quality of life," said Waitt. "Gateway is advocating consumers' right to use existing technology in ways that respect copyrights while allowing them to discover new artists and enjoy the added flexibility of digital media formats."
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