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The bundling of music subscription services with broadband packages is an inevitability, according to Universal.

Last week saw Sky and Universal strike a deal which will offer the former's subscribers in the UK and Ireland unlimited access to streaming from Universal's vast catalogue of tracks.

While conceding that he is "not sure" of how Sky intends to market the service, Universal Music Group International's senior vice president of digital Rob Wells told Music Week that the bundling of music subscription services into Pay TV or broadband packages is the future.

He said: "When you bundle a subscription service with something else, be it a broadband subscription or the cost of a new phone, that is when it becomes instantly attractive and makes sense.

"I am not sure of Sky's plans with regards to how they market this service. But I do feel that bundling it in with their broadband or set-top box subscription will be an inevitability."

The agreement between Sky and Universal is seen as a direct challenge to the large share of the music downloads market currently occupied by iTunes.

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