RCS Technology Powers Revolutionary Web Service

Personalized Online Player launched by major UK radio group

White Plains, NY - January 5, 2007– Broadcast software pioneer RCS. has revealed it is the technology provider behind radio group GCap Media's groundbreaking launch of Mi-Xfm, referred to as a "personalized online player" branded by parent station Xfm and Microsoft's Xbox 360™ in a new cooperative project launched in December for UK listeners.

A service of Xfm radio called "Mi-Xfm", GCap's intelligent and user-customized player has set the UK radio industry alight because it offers software "intelligence". Using this online player, station listeners specify the quantities delivered of each artist and title to such a high degree that the software tailors a unique experience for every individual listener.



Personalized online player at Xfm in London. Listeners can boost or reduce plays of any song/artist offered by the station's four different online channels.


RCS International Division Vice President Mike Powell says, "The player is 'X-tremely' user-friendly and really quite simple: Mi-Xfm features four different musical flavors, all derived from the legendary London radio station Xfm and utilizing our customizable iSelector software." Powell explains how it works: "Every listener literally 'teaches' the online player how they want their listening experience to be...play more of this, less of that. As the player 'learns' it produces better and better playlists. Imagine a radio station where you only hear the music you really like - that's what GCap is doing with Mi-Xfm."


The Four X-Channels of Xfm


The actual programming description of the four channels in the Xfm personalized online player are explained by the station: Xfm Chill, "anthemic ballads and laid-back tunes to ease everyday stress"; Xfm Loud, "the loudest, fastest and most energetic tunes to get you going"; The X-list, "classics from the past to modern day influential current artists"; and Xfm Hits, "contemporary hits".

Digital Content Manager of GCap Media Nick Piggott adds to the enthusiasm: "We are really excited about how easily we've been able to integrate the iSelector product into our existing Selector and Master Control systems, and produce such an interactive music experience for our listeners. We look forward to developing Mi-Xfm further in conjunction with RCS."

"Perfect media alignment for innovative branding"


Microsoft's Head of Marketing for Xbox and Games for Windows, Stephen McGill, added his enthusiasm: "We're really excited that Xfm is bringing this breakthrough technology to a UK audience who can personalize their own music experience." McGill added, "Like Xbox 360™, this initiative represents an exciting next-generation approach to interactive entertainment."


Alan King is Digital Account Director at Universal McCann, the ad agency involved with the launch. He explained, "This personalized player positions Xfm at the forefront of its field by embracing the Web 2.0 phenomenon, making it the perfect media alignment for an innovative brand like Xbox 360. We are doubly excited because media and branding opportunities like this don't turn up every day."

About RCS

RCS software is used by more than 9,000 radio stations, TV music channels, cable companies, satellite music networks and Internet stations worldwide. RCS is the world's leading provider of broadcast software. The company also provides broadcasters and webcasters tools and expertise and also develops real-time audio recognition technology.