April 6th, 1998<br>
<p align="center">CD-Active goes beyond enhanced CDs [Silent Partners by The Watchmen]<br>
Author not available<br>
(Marketing Magazine)<p>


<p align="left">EMI Music Canada, an innovator in creating computer-enhanced CDs, has 
released the first-ever album to contain new technology called CD-
Active. On March 31, Silent Radar, the fourth album by Winnipeg-based 
rock group The Watchmen, hit the retail racks, offering fans extra 
visual content at no extra cost. <br>

When users put the CD into their computer CD-ROM drives, the CD-Active 
software contained on the disc, and developed by Toronto-based Digital 
Renaissance, loads a type of desktop to the computer. The software 
then activates the user's modem, dialing them into a special Web site,
 while playing songs from the album. <br>

This is a huge benefit, says Rob Brooks, EMI's vice-president of marketing 
and operations, because unlike an enhanced CD-where "once you've looked 
at it a number of times, it's old news," the content on a CD-Activated 
disc can be changed regularly. <br>

Currently, the activated portion can be accessed by clicking on the 
icon for the band's first single, Stereo, but Brooks says different 
content will be added as other songs are released. <br>

It's a perfect fit for the Watchmen, says Brooks, whose members are 
very active in new media. He says it's likely Digital Renaissance 
will also make use of the Watchmen's bassist (and techie) Ken Tizzard,
 whenever possible, to explain CD-Active at computer shows. The record 
company also plans to use the technology for future domestic releases. <br>


EMI has also enhanced its marketing push for Silent Radar. A limited 
edition CD of live tracks is being offered to fans who mail in a special 
card, and 11 HMV stores across Canada were fitted for a week with 
computers to give fans a taste of what CD-Active offers. In addition,
 $2-off coupons at HMV for Silent Radar were sent to fans via the 
band's newsletter. <br>

EMI also ran an Internet teaser campaign (at www.-silentradar.com) 
all through March by releasing bits of the album cover every other 
day. <br>

And on April 2, the band was to perform a live show for contest winners 
of Toronto radio station 102.1 The Edge, broadcast live on the Edge 
plus five other stations across the country, as well as online.  <br>

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