What are the factors that make nontraditional distinctly Web entertainment sites so popular with users?

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The factors that emerge as the common themes among popular, nontraditional Web entertainment sites are that they are interactive, communicative, and under the user’s control. For example, one main reason for the popularity of downloadable music services is that they enable users to become their own packagers and distributors of music. This is the unique feature of nontraditional online entertainment as compared to traditional entertainment; it offers users high levels of control over both program content and programs focus.

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