The document discusses Swedish Radio's embedded player which allows anyone to freely use their audio player on other sites and blogs. The player remains hosted on Swedish Radio's servers and they cannot control where it is published, but retain full control over the content. In the first 6 months of using the embedded player, it started 2.25 million streams from over 3,000 sites and was exposed over 23 million times, accounting for 6% of all streams on Swedish Radio's own site. The document concludes distribution is now as much about cooperation and viral sharing as technology, and some content works better in other contexts, creating a win-win situation while broadcasting remains the core.