Oct 10

BreakThru Radio is using technology from TVersity to offer on-demand radio shows to iPhone and iTouch users. The news means the broadcaster’s diverse range of channels – covering the gamut, from reggae to rock.

Access is easy; iPhone and iTouch users simply need to navigate to iphone.breakthruradio.com in Safari on their device. Once there they will be presented with a series of drop-down menus which allow them to choose the on-demand show they want to hear.

Designed to break the dull stranglehold of commercial radio playlist culture in the US, BreakThru Radio is a channel collection that comprises interesting new sounds presented by DJs from the underground scene: death metal, dancehall, dubstep, hip-hop, indie rock, skronk, roots country, reggae, electronica, acid jazz, ambient beats, dub, two-step or folk, whatever … The site offers its daily listeners unlimited access to underground music, twenty-four hours a day, seven days a week.

In a world where independent music is becoming infinitely more accessible on the Internet, the need for informed sources to filter out the best of it has become a necessity. Unfortunately, this wealth of relevant music simply cannot be found on the graveyard known as commercial radio. Serious music aficionados are beyond sick and tired of feeling victimized by the expendable airwaves ejaculated by the old corporate radio structure. Their frustration, however, is at an end. “Music for music lovers,” is BTR’s motto, and one that its DJ’s take very seriously.

BTR offers its listeners unlimited access to underground music, twenty-four hours a day, seven days a week, with a daily audience that includes more than two dozen countries. With its unique on-demand musical programming and focus on the best in new, independent music, it’s no surprise the site has well over 1,000,000 listeners daily, the majority of which are aged 13-24 years old.

BTR is constantly evolving, and 2007 saw the creation of a unique BTR Facebook application, making it possible for Facebook users to install a miniature version of BTR’s unique media player upon their personal pages. Also, independent video coverage was added to BTR, as well as top-notch editorial content and an intuitive global show calendar. Plus, BTR’s live musical content experienced immense growth, with exclusive recordings from Ardent Studios (Memphis, Tennessee), Old School Studios (Bury St Edmunds, United Kingdom) and Dubway Studios (New York City, New York) becoming part of BTR’s regular show schedule.

In fact, you could say that BTR has taken everything a music fan could ever need or want, and put it all into one cohesive website, completely free of charge to is users.

Unlike other radio stations, BTR offers complete on-demand programming; a first in Internet radio. Listeners can cater to their specific musical preferences, whatever the genre, and at the same time discover the best independent and unsigned artists from across the world.

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