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The Doors Step Into Digital Generation

Next year, as The Doors are turning 40, the surviving members of the rock group are targeting the young people with ringtones, digital music and interactive videos. The band will be making available tunes and videos for download digitally to mobile phones and other wireless devices, said manager Jeff Jampol.

Promotions will be shown on cable TV and MySpace.com, where several viral ads intend to showcase the band`s music. Apple Computer Inc.`s iTunes Music Store will continue to make some music content available, but the majority will be sold through a newly refurbished Web site of The Doors. The Doors keyboardist Ray Manzarek said in an interview: "Mobile phones and computers are ways to reach kids today, connecting with them through any type of digital content".

More and more musicians begin to roll out digital content lately, and the Internet plays much bigger role in the music industry. A number of factors contribute to rock`s holdouts in taking their content online, including growing number of households with broadband Internet access, migration of youth to the Internet and cellular phones, and advertisers` interest in tapping online social networking to reach their target audience.