Sina and Beat.no Evolve With MusicDNA

• Chinese Web Portal Sina Upgrades Music Service With Integrated MusicDNA Search & Recommendation Tools
• Norwegian MP3 Shop Beat.No Licenses MusicDNA To Identify Tracks Broadcast From Variety Of Radio Stations

BACH, the leading provider of technology and applications for the digital music market, has licensed its MusicDNA technology to the largest Chinese language infotainment web portal Sina and Norwegian music service Beat.no.Launched at Midem 2010, MusicDNA is the name given by BACH Technology to their audio and metadata technologies. BACH has developed a suite of MusicDNA powered applications that can be integrated into existing music services.Sina (Nasdaq:Sina), which has nearly 100m registered users, first launched their music service in 2008, attracting over 20 million users to date. Sina Music will upgrade its streaming and community services in September, with over a million licensed tracks and several new MusicDNA powered search & recommendation tools.These include the Music Mood Pad, which can suggest songs to suit the listener's current temperament; MusicDNA profiles which can integrate with social networking profiles to automatically generate personalized playlists and search and recommendation based on seed songs or artists.Meanwhile Norwegian MP3 shop Beat.no has become the first company to license BACH's new MusicDNA ID audio recognition technology - to launch an exciting new feature enabling fans to purchase music they hear via a variety of Norwegian radio stations.  Beat.no will use the technology to monitor the stations in real-time, with listeners texting in to receive a link to the track for immediate purchase.MusicDNA ID uses audio waveform fingerprints to identify individual songs or albums regardless of the source, format, or tag information. MusicDNA ID is able to identify songs from a sample just a few seconds long and has been proven to have a recognition rate of over 99%. Xie Guo Min, General Manager of Sina Music: "The user experience of Sina Music has improved with the cooperation of BACH and their MusicDNA technology. We are looking forward to working with BACH to increase revenues from personalized music recommendation services."Stefan Kohlmeyer, Bach Technology CEO "We are extremely happy that Sina Music have, after a lengthy and in depth assessment, chosen to use our MusicDNA products and work with BACH as a technology partner. We are extremely excited at how much Sina Music has utilized our technology to improve the user experience and create revenue generating personalized music services." Progress has continued meanwhile with the development of the MusicDNA media extension, with a service enabling fans to upgrade personal music libraries and download the MusicDNA player expected to launch at the end of the year.- end -About Bach TechnologyBACH Technology is the leading provider of technology and applications for the digital music market. A fast growing music technology company with offices in Norway, Germany and China, BACH's successes stem from a team who have been involved with the development of digital music since 1986.Company president Dagfinn Bach is one of digital music's early pioneers, while CEO Stefan Kohlmeyer is a veteran of German media giant Bertelsmann. Bach's technology partner is Germany's Fraunhofer IDMT (Institute for Digital Media Technology), where the MP3 was developed.Investors include Karlheinz Brandenburg, the inventor of the MP3 algorythm, and 247 Inc., the company of Shigeo Maruyama, former CEO of Sony Music Entertainment.Online music services already signed up to use BACH technology include Catch Media, 1Boss, People's Music Store, Aceways, R2G, Beeku, and Cloud China. Agreements with more major international music services are set to be announced soon.For more information on BACH please refer to www.bachtechnology.com About MusicDNAMusicDNA technology enables a large amount of rich media to be packaged alongside an MP3, from lyrics and images through to dynamically updated content such as a band's Twitter stream, concert alerts and latest news.The files also include extensive metadata including analysis of a track's mood, tempo, density, instrumentation and even 'colour'.  This enables sophisticated offline search and recommendation and playlist generation, also social networking.Unlike older technology, MusicDNA is entirely based on the open standards MPEG-7 and XML. BACH is the only company offering full end-to-end MPEG-7 integration, ensuring seamless interoperability and compatibility with external programs and systems, so that MusicDNA files will play on any digital audio device.Further information at www.musicdna.comAbout SinaSINA is an online media company and MVAS provider in the People's Republic of China and the global Chinese communities.With a branded network of localized websites targeting Greater China and overseas Chinese, the Company provides services through five major business lines including SINA.com (online news and content), SINA Mobile (MVAS), SINA Community (Web 2.0-based services and games), SINA.net (search and enterprise services) and SINA E-Commerce (online shopping).Together these business lines provide an array of services including region-focused online portals, MVAS, search and directory, interest-based and community-building channels, free and premium email, blog services, audio and video streaming, game community services, classified listings, fee-based services, e-commerce and enterprise e-solutions.The Company generates the majority of its revenues from online advertising and MVAS offerings and, to a lesser extent, from search and fee-based services.About Beat.noBeat.no, a Norwegian MP3 shop, offers DRM-free mp3-downloads at minimal cost - from 25 Eurocents - to all members.Beat.no launched its service June 2010, and has already captured a significant market share. Beat.no is expected to launch several new music-discovery features within the year, among these a new streaming service.