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The digital music store Play.com has received the full backing of all four of the world's major record labels.

The new agreement, which adds Song BMG, Warner Music and Universal to existing partner EMI, is designed to take on the dominance of Apple's iTunes Music Store.

The store, launched in February 2007, now offers its users 3million tracks free of DRM technology, which enables them to be played on a wide range of portable music devices.

In their effort to take on Apple, some tracks will be cheaper from Play.com than with iTunes.

"We now have an offer to rival that of iTunes, yet in a format that gives the consumer choice and at a more appealing price," Wendy Snowdon, head of PlayDigital, said.

Last month, rival 7digital announced a similar all encompassing deal with the world's major labels.

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