'Drop the Beat' Drives Listeners Online

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A Canadian television show called "Drop the Beat," which is focused around two disc jockeys and their Hip-Hop radio show, allows viewers to continue story lines on the Internet and buy clothes, original CD's and other show items either on the Web or through a television with Web TV Plus.

"The idea is basically rooted in direct response television," said Patrick Crowe, producer at ExtendMedia, which runs the site and provides interactivity. "The story lines and characters are all very dramatic but they also serve the purpose of wearing the clothes and playing the music that consumers can buy direct." The show first aired on CBC in early February, and the producers hope its success will secure its distribution in the United States.

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