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Dentsu, Toyota, Sony form unit

By Published on .

[Tokyo] Dentsu, Toyota Motor Corp. and Sony Corp. have set up a company, Mediarag Corp., to pave the way for joint e-content operations. Mediarag will supply music and other digital content to multimedia outlets. The outlets include Toyota's G-Book, which provides content to terminals installed in vehicles, personal computers, personal digital assistants and cell phones, and 2 E-Tower, multimedia kiosks where customers pay to download music, maps and other content. So far, there are 6,300 terminals installed at locations including Toyota dealerships and convenience stores. Dentsu said the agency has no plans now to use the multimedia outlets as marketing vehicles for its clients, but will look into advertising initiatives in the future.
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