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Technics launches 7Digital powered hi-res music service

Audio firm Technics is looking to reclaim former music glory with a new streaming service dedicated to hi-resolution tuneage.

Technics Tracks will offer up a sizeable roster of downloadable tracks, but only in lossless hi-resolution formats.

David Preece, Director of Brand Strategy at Technics, revealed there would be tens of thousands of 24-bit 192khz songs, 100s of thousands of 24-bit FLAC tracks, and many millions of 16-bit 44.1khz songs – that’s the same as your standard CD.

We’re incredibly excited about this. It’s going to be a fundamental part of marketing for the brand,” said Preece.

According to Preece, Technics ‘lost the brand’ and is hoping to regain market share through hi-res focused sound systems and Technics Tracks.

The impetus is being put on lossless as a result of what Preece described as the ‘desire to give high quality experience in terms of breadth of catalogue, but also in terms of the way new release editorial information is presented.’

7Digital will be providing the groundwork for the new hi-res audio ecosystem, with the final system launching to the public in January next year.

Gunnar Larsen, VP of Products at 7Digital, said: “This really brings back that feeling of warmth and connection that’s been lacking for a while.”

Technics promised a beta would be ‘out at the end of the year’, although you can register for the service in the UK and Germany from today, granting you a free hi-res audio track.

According to Technics, research has revealed that 66% of people are interested in converting their music collections into high-res format, while 45% said audio quality was important to them.

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