Play.com has thrown down the gauntlet to iTunes with the announcement that it is now providing DRM-free MP3s from all of the four major record labels.

Having finalised deals with Sony BMG, Warner Music and Universal Music to add to the agreement it had with EMI since the service launched, PlayDigital has claimed victory over rivals HMV, Amazon and Tesco.

However, it is Apple's iTunes that PlayDigital is really targeting.

Wendy Snowdon, Head of PlayDigital said: "It was only a matter of time before the other three major labels came onboard and we now have an offer to rival that of iTunes, yet in a format that gives the consumer choice and at a more appealing price.

"PlayDigital has been a phenomenal success since launch and now armed with the full back catalogue and current releases from the all majors we are fantastically placed to take a bigger bite of the apple," Snowdon continued.

The PlayDigital service was launched in February this year and claimed at the time that it was the first UK retailer to market with a DRM-free music download store.

However, this claim was a little unfair on services such as 7digital.com, which had been offering DRM-free music since April 2007.

Indeed, 7digital.com also beat PlayDigital to announcing 100 per cent DRM-free music download store, having tied up deals with all four major labels last month.

www.play.com

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