RealNetworks offers free web radio module

RealAmplify allows users to add a free radio station playing music from a particular artist or genre

RealNetworks has launched a tool which allows UK users to add an advertising-free radio module to a personal website.

The RealAmplify module allows users to include a free radio station playing music from a particular artist or genre.

Users can choose from 50 popular, multi-genre radio stations provided through the RealMusic service. Each station consists of a minimum of 200 tracks that are regularly refreshed and ad free.

Piers Heaton-Armstrong, general manger of consumer products at Real, said: " Radio has always played an important role in new music adoption among consumers because it is, by design, an exciting discovery medium.

"We have combined this belief with giving something completely ad-free, cost-free and novel back to the user, allowing them to explore the benefits of discovering online music in a new and legal way."

Figures from the British Market Research Bureau show that over 20 million people in the UK already have broadband access.

As major ISPs typically offer added incentives such as free web space to help attract customers to broadband, Real believes that the possibilities for web users to create and enhance their own virtual presence is increasing.

RealNetworks said that it will also work with corporate brands to create bespoke online radio that relates back to the brand.