I don't imagine that anyone thought EMI's deal with Qtrax would allow non-DRM files of EMI artists to run free on the Internet but, is a completely new and proprietary format the way to win over users?

According to the Washington Post, when launched, the service will not only be ad-supported but, the free songs will be in a proprietary ".mpq" format that can only be played a limited number of times and only on the computer to which they were downloaded.

Add to that the fact that tracks player will force "click-to-buy" advertising on listeners and you have the makings of a truly subpar offering. This is starting to look less like P2P and more like a listening post in a brick and mortar record store. Actually, with the listening post, you aren't subjected to anywhere near the captive audience style marketing that is promised from Qtrax and EMI.

A flat fee monthly service will be offered by Qtrax, and the files provided under that agreement will be in the Windows Media format. No word on bitrate, but if Qtrax's Windows Media based competitors are any clue, the subscription purchased tracks will be of sub-par quality. Tracks purchased leased through the service will no longer play if your subscription lapses.

Financial terms of the EMI deal were not disclosed, but EMI does get a share of advertising revenue generated by Qtrax.

"Advertisers are willing to pay a lot of money to be associated with music, and the music industry is willing to cooperate as long as the value is preserved and the artists get paid," Parks said.

[via The Washington Post]