The service is called "Hear it Buy it Burn it" and allows listeners of its Mix network of 34 local radio stations, as well as digital station Core, to instantly download songs over the internet.
Listeners who hear a piece of music that they like will be able to see in real-time on the radio station's website the name of the artist and the title of the song. They can then click on the buy button to download a legal, CD-quality copy of the song to their PC, which they can then listen to or burn to CD.
It has been launched by GWR's programming division Creation with content provided by digital music distribution company OD2. The company's catalogue includes music from Warner, BMG, EMI, Universal, Sony and independent labels.
Nick Piggott, digital content manager of Creation, said: "There is a symbiotic relationship between radio and music and this closes the gap between listening and owning music. We'll continue to develop 'Hear it Buy it Burn it' to ensure it's the easiest and most relevant way for people to legitimately download the music they like."
Creation will make the function available to other radio broadcasters in the UK and Europe starting in May.
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