PublicBroadcasting.ca has launched a new initiative called Shuffle. The core of the concept is that Podcasting technology is used to push new Canadian music, provided by its creators or their representatives, to those who are looking for music. As the site says, “Let music shop for you”.

Among the unique qualities of this service is its respect of the rights of music creators and copyright holders. The website clearly states “Just because a song is on shuffle, does not mean you can do as you please with it. Nothing is expressed or implied about licensing or copyright status when a song is placed on shuffle”.

While Shuffle may be the new model of consumption for music seekers, there are likely to be challenges in enforcing restrictions on the types of content supplied, and its sources. As with many new concepts, adoption by both suppliers and consumers will be the first hurdle to overcome.