With the news that 7 million people in Britain have been illegally downloading files, I started thinking about what could be done to make purchasing digital media more attractive. Since the only media I download is music, that's where my ideas are focused although I'm sure some of these thoughts could be applied to films too.

Before going any further, I should clarify my position. I don't download music from illegal sources. Personally, I like to know that my music collection is 100% above board and legal. Call it being obsessive if you like, but if I had even one illegal file in my collection it would spoil the whole thing and bother me until I deleted it. The temptation however has been there. If I want just one song from an artist and I can't get it through my usual stores then the thought does cross my mind.

Availability

That leads to my first thought - availability of content. We all know that iTunes has the largest collection of digital music available on the net, but for whatever reason plenty of people cannot or will not use that store. That could be down to their choice of operating system, or perhaps they cannot play the AAC files on their choice of digital music player. These people have to choose stores such as 7Digital, Amazon, Play.com etc. which whilst having a good collection, do not stock everything. There are still artists who do not release their music as downloads, and others who will not permit single track downloads.

In my opinion, by not making a track or album available in a digital store, downloaders are encouraged to seek out alternative sources for downloading this music. Other than buying the CD they have no choice. People are getting used to being able to get digital media now. Not waiting for a CD to be delivered in 2 days time, but waiting for the download in 2-5 minutes time.

Audio Quality

A majority of stores are offering music downloads in the MP3 format - a lossy format. In addition, most stores are offering MP3s at less than the maximum bitrate.

Although most people would be pushed to tell the difference between an MP3 at 256kbps versus a CD, should the downloader wish to convert the MP3 to an alternative format, further audio quality will be lost.

Downloads need to start being offered in lossless formats (FLAC is my choice). Yes the downloads are bigger, but the quality is identical to a CD. That FLAC can be kept as a master in the sameway that I have my CDs as masters. MP3 files can be created from the lossless file. Then in years to come should the MP3 go out of fashion, a new file can be created with no further loss in quality.

Of course, many consumers would not be aware of how to make the lossless file compatible with their music players by converting it to MP3, so this should be an option. When downloading the music files, purchasers should have the choice between lossless and MP3.

Pricing and Business Models

A big deterrent to downloading music legally is price. With a new CD album costing say £8.99 online, why should anyone download an album for £7.99? Obviously there are cost implications at the store in terms of file storage and bandwidth, but the consumer will only consider that they are getting a non-physical product with no jewel case, disc or artwork. Many will know that the audio quality is inferior to a CD. Because of this, consumers (myself included) will resent paying approximately the same cost of a CD particularly when so many albums will end up on sale in a few months and available for £5.00.

Single track downloads should be no more than 60p each, with albums costing no more than £5.00. For an average album, this will still encourage album sales as the cost per track will be lower (35-50p each depending on the number of tracks in the album).

Further attention should be given to online stores which operate a subscription model. The subscriber pays a certain amount per month which permits a limited number of downloads, which can be kept should the subscriber cease their subscription. This is the model that eMusic follows. As the number of downloads do not roll over each month, if a subscriber does not download the entitlement, then all the better for the store. Track costs should top out at 40p - cheaper than normal to encourage a subscription.

Downloadable Extras

As part of the cost of buying a CD, the purchaser gets not only the music but album artwork and liner notes. These should not cease just because there is no longer a physical product.

Downloaders should be given the choice to purchase album art in a high resolution PNG or JPG file and liner notes in a PDF file. The downloader can use these on the computer, or print out the artwork when burning an audio CD to create a nice product to go on the shelf.

Note that I don't expect these to be free. Downloading both files can add an extra £1.00 on to the cost of an album, netting stores, record companies and musicians extra income.

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Tags: music, downloading