The music retailer is considering relaunching the service under a different brand name.
Stuart Rowe, HMV Europe's e-commerce director, said the relaunch would be backed by a more significant marketing spend than supported the launch of its website in 1998. 'This will be aimed at reinforcing the site's own distinct offer and identity,' he said.
To support the expansion of its online presence, HMV is seeking a head of digital to drive the development, marketing and delivery of the service.
Legal music downloads have become increasingly popular in recent years, eroding retailer's over-the-counter sales. Brands as diverse as Hewlett-Packard and Tesco have own-brand services slated to launch later this year.
HMV set up its digital music download service 18 months ago in conjunction with specialist OD2, but has never marketed it direct to consumers.
Last week the retailer reappointed bds beechwood to its £14.5m ad account after calling a review earlier this year.
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