An episode of CSI: NY screened in the US on Wednesday featured the tune of Coldplay's next single as a ringtone, as part of a cross-promotional agreement between CBS and Capitol Records.
Series star Carmine Giovinazzo's phone rang to the tune of Coldplay's song Talk. Detective Danny Messer received the call during a key scene, after which viewers were offered the opportunity to purchase the ringtone of the song for their mobile phone.
In addition to the ringtone, Talk also served as background music during a later scene in the broadcast. The track is taken from Coldplay's X&Y album, which debuted at number one in 32 countries when it was released in June. The album has sold 2.3 million copies in the US, according to Nielsen SoundScan.
CBS ran a message instructing viewers on how to obtain the ringtone, which is available exclusively for one week through major US mobile networks and eventually on CBS.com. The $2.49 (£1.43) product is in Realtone format, meaning it is an actual clip from the band's original recording, rather than a tonal reproduction.
Earlier this year, Coldplay teamed up with Cingular to debut the new track Speed of Sound as a ringtone before the song hit radio stations and before the release of X&Y.
Story Copyright © 2005 Reuters Limited. All rights reserved.
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