Radio 2.0

The Vodafone Radio DJ service consists of three elements:
* Pre-defined channels. Customers can select a radio channel based on mood or genre. If the customer indicates that they don't like the song, the channel skips to the next track within the channel. Customers can also buy any songs that they like and these will be automatically available for download to their phone and PC.
* Personal Channels. By rating songs on the existing radio channels, the customer can create a number of new, personal channels corresponding to their desired genres, moods or specific themes.
* Collections. Vodafone Radio DJ also presents programmed collections of songs to the customer on mobile phone or PC. These collections will be created by local music experts around a theme (eg Christmas Hits, or the Best New Hip-Hop), be updated regularly, and will comprise about 15 songs.
Songs purchased on either mobile phone or PC will be available to download on both devices, with a separate high quality stereo copy being delivered individually to each. Personal settings and personal channels created on the mobile phone will also be accessible from the PC.

Edward Kershaw, head of music for Vodafone in Britain, said the company had surveyed subscribers on what kind of music they wanted on their mobile phones, and the overwhelming choice was personalized streaming audio, ranking even above download purchases of singles. "We know there's a market for it," he said. "We haven't launched this in a vacuum."