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Whether listeners like it or not, record labels, including major players like BMG and Arista Records, are now making moves to rein in how their CDs are played and used. Unfettered CDs have been on the shelves for almost two decades, and some industry observers note that changing how they work at this late stage could be a recipe for trouble with consumers.

Recognizing that the flash point for much of this trouble will be at the record counter—imagine the scenario when angry customers bring back new discs that won't rip to their iPods—the National Association of Record Merchandisers (NARM) has decided a little proactive propaganda is in order.

In a letter to music retailers, NARM's Jim Donio explains, "Consumer education in regards to copy-management technology [is] a key priority for the industry. With this introduction of copy-management technology into the marketplace comes a wide array of questions that retailers and their employees who interact with customers—as well as the customers themselves—need to have answered."

To address some of these questions, NARM has published a new brochure intended for both store personnel and consumers. Questions such as "Why copy-management technology?" (piracy, of course) and "Why are music labels deciding to move forward with copy-management now?" are answered from the record industry's point of view.

Also included are warnings about possible compatibility issues and simple explanations of how the restrictions work. The brochure notes, "These discs play just like an enhanced CD. Certain products tested last year had playability issues with DVD players, car stereos, and game consoles. These discs play on nearly all DVD players, car stereos, etc. Anywhere an enhanced CD will play, these discs will play."

One major drawback of the restricted disks, however, is non-compatibility with the Apple iPod. Since the new discs are based on SunnComm's MediaMax, which itself is rooted in Microsoft's Digital Rights Management (DRM) applications, the brochure leaves it up to iPod owners to read between the lines, explaining only, "It will play on any device that supports Windows Media DRM. These include Creative Labs Nomad players, Compaq iPAQ personal audio players, RCA personal audio players, Sanyo personal audio players, RIO personal audio players, and eDigital personal audio players."

NARM's brochure assures consumers that the restricted discs are not compromised when it comes to sound quality, but warns, "The technology will continue to be upgraded, not just from release to release, but in some cases from shipment to shipment of the same release."

Donio's note concludes, "As other titles are released with copy-management technology, NARM will actively work with companies to ensure that retailers, their employees, and customers all have access to information that answers any and all questions that may arise. Our ultimate goal is to achieve a positive consumer experience as the industry transitions to this new technology."