Mumbai: The Shooting Star Picture Company and Universal Music Australia announced the migration of all Universal Music digital servicing to PLAY MPE, Australia’s new industry standard for the delivery of promotional content to radio and other media.

Universal joined Warner in exclusively delivering via PLAY MPE, between them commanding on average around 50% of tracks played on Australian radio. Other labels currently using the system include EMI, Shock, MGM, Liberation, Inertia and many more, creating a one-stop destination for media’s music needs. Play MPE allows media to easily preview and download relevant music in CD quality files, transfer tracks to portable music devices such as iPods.

Universal will also be using D-Star Spins service for tracking radio airplay. D-Star Spins is an essential planning tool for music companies to track the success of campaigns in real-time.

"Play MPE is already in place with our sister companies, so it made sense to continue the association locally. The model allows us to easily upload and instantly release tracks to radio and business partners with efficient results. The use of D-Star Spins to track those results completes part of the service for us," commented Universal Music director radio/TV Martha Pavlakis.

"Our partnership with Universal has been long-standing with our D-Star Digital video delivery solution and we are delighted that the company has joined us on the journey to build Australia’s best suite of services to help labels and media outlets work better together in this changing industry landscape," said Shooting Star Picture Company CEO Peter Skillman. "Play MPE continues to revolutionize the way promotional materials are delivered and we’re proud to offer to media the only system that collects the majority of their promotional content in one place."