Melbourne, Australia-based internet-based Video On Demand operator is turning back the clock to an earlier form of online retailing with the launch of a virtual music store.

The company has launched its new music business at Rather than downloads, the site is a traditional mail-order business, with orders being shipped directly from suppliers once an order is placed; will not carry any inventory itself. claims the "store" boasts a catalogue of 160,000 titles, spanning all music genres. Earlier this year, it launched a similar retail service for games.

The new venture follows the signing of a strategic alliance between and specialist Australian DVD retailer EzyDVD, which agreed to acquire six million shares in the business for an undisclosed amount. The 60-strong EzyDVD chain also operates its own online DVD and games retail sites.

Sources suggest the new initiative reflects the difficulty has had in making downloadable entertainment a viable business. The company has content deals in place with the likes of Universal and Sony Pictures and offers both "download to rent" and "download to own" services. is a subsidiary of Reel Time Media Ltd, which is listed on the Australian Stock Exchange. According to its annual report released last week, RTM racked up a loss of $7.8 million Australian ($6.9 million) in the last financial year, generating just over $242,000 Australian ($214,000) in revenue. also offers a service to the New Zealand market but the site only offers a limited amount of content and is operated from Australia.