Background Music For Your Cell Phone?

As if Ringtones, ringbacks and drop-tones weren't enough, Indian cellular provider Cellebrum.com has launched a customized background music (BGM) solution as its latest offering, allowing users to play music in the background during a call..."Technically, it is a conference service, which involves the calling party, called party and the music playing entity, which is also, part of the conference. This entity is responsible for playing back music during the conversation." Apparently, 170,000 mobile subscribers have already tried the service but don't hold your breath - this is just another idea thrown at the wall to see if there is stickiness - and there's not!