Los Angeles (CA) - In what may be, if not a complete U-turn, then at least a significant divergence from the path it was headed, Napster today unveiled an entirely new, server-driven music service which enables listeners to choose whatever they want to hear, to be served directly by Napster, at no charge although with advertising.

In so doing, Napster appears to be experimenting with - if not yet quite embracing - an approach to music service that completely contrasts with the notion of downloading songs that the user then possesses (if not altogether owns). Here, with what the company is calling "Napster.com" (with the "dot-com" attached), computer users are able to hear music streamed directly to their media players, rather than downloaded as files, with the hope being that as long as the same music is accessible via the same computers as before, the differences will be negligible.

There is a catch, however, buried deep in the new system's FAQs: To listen to free music, a user must become a Napster.com member. This is not the same as a traditional Napster subscriber - no money has changed hands yet. But as a member, the number of times you listen to a particular song is tallied by the Napster.com server. Once that number has reached five, you then have the option of purchasing the song as an MP3 download for the requisite 99¢, or becoming a Napster subscriber. So the model isn't exactly the same as what AOL.com has been trying lately; what's truly "free" is your right to preview a song for up to five plays. During those plays, you'll be treated to some advertising as well, just like on the radio.

In an attempt to popularize the concept, as well as perhaps reintroduce some of the model's lost portability, the company is rolling out a kind of portable, graphical hyperlink called "NapsterLinks." A user can import these links into a blog or e-mail message, in effect making it into a front-end for Napster.com. Another user can then click on the link and be treated to music, plus perhaps a word from the sponsor...and in so doing, become a Napster.com member.

This morning's statement featured the following quote from Napster chairman and CEO Chris Gorog: "Napster was born of the idea of eliminating all barriers to discovering, enjoying and sharing music and of putting the power in the hands of fans," he wrote, referring in broad tones to the era when the service posted mainly unauthorized MP3s for mass download. "With a vision to empower music fans in a legal environment, with an open, all-inclusive platform, we are very excited to share our new free music experience at Napster.com."

No word has come yet as to whether this semi-free service will be extended to cell phone and handset users.

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