Universal Revamps CD Packaging

Record label Universal plans to refresh its compact disc offerings by offering three different types of packaging in Europe. The simplest packaging would come in a cardboard sleeve intended to compete with online sales, while the deluxe version would come with additional content, such as video.

Both the standard and deluxe releases would come with a redesigned "Super Jewel Box." The new case is designed to be more rugged and has rounded edges, stronger hinges, and a clasp that can be used to lock the case. Overall, the case is said to break less easily.

Universal's top artists will be made available in the deluxe version, which is expected to retail for 19.99 euros. Additionally, a standard version would also be made available for those artists, as well as other artists for 14.99 euros, the current average price for CDs.

Older music will use the "basic" packaging, intended to be sold for 9.99 euros, the same price as albums sold online. Universal hopes this would give some of its releases a boost in sales.

While Asian markets already have the deluxe packaging available, it is unclear when -- and if -- the new program will make it to the United States. European executives said that their American counterparts would make a decision based on the success of the program in that region.

However, some are skeptical of Universal plans, saying it is a futile attempt to keep alive a dying market. Even the label itself admits that as much as 10 percent of all music sold will be digital by 2010, with no indications that the rate of adoption would slow.