Prominent internet radio service Pandora has officially launched in Australia and New Zealand today, with the roll out of the web player and smartphone apps now complete.
The service, which curates a radio playlist from its library of a million-odd tracks for listeners based on their tastes (allowing a certain number of 'skips' per hour), is one of the original streaming services and was actually one of the first in Australia, before pulling the plug in 2007. A soft relaunch occurred in July this year as founder Tim Westergren sent an email to former users, who were “painfully” blocked when Pandora previously exited the marketplace.
With today's official announcement, the service has placed a focus on local integration, including Australian and New Zealand-focused playlists. Former Fairfax Media digital strategist Jane Huxley has been appointed Managing Director For Australia and New Zealand.
“This version of Pandora has been built specifically for Australians and New Zealanders,” she said today, “and we are going to be all about bringing the best music experience of local and international artists as well as supporting local musicians.”
They also revealed a partnership with carmaker Holden, which will see Pandora integrated into their in-car MyLink system from the first quarter of next year.
Pandora has a free trial, but the premium model – $36 a year, or $3.99 a month – increased the sound quality, takes away audio and visual ads and allows up to five hours of playback.
It is the latest to officially launch in the crowded streaming service market.
