RealNetworks today unveils the Switzerland of media players -- a RealPlayer 10 that supports all major media types, including those from rivals Microsoft and Apple Computer.

The RealPlayer 10 reflects RealNetworks' increasing focus on packaging and delivering Internet content for a $ 5.95 monthly subscription fee. The media player neatly organizes content into a guide form that makes finding live newscasts or checking the latest sports scores as easy as changing channels on a TV.

Its most significant new feature is a music store, which can be accessed through the media player.

The company that pioneered the media player almost a decade ago, RealNetworks introduces the latest version of its RealPlayer at a time when it is losing market share to Microsoft. Last month, RealNetworks filed a $ 1 billion antitrust lawsuit against its Redmond, Wash., rival, accusing Microsoft of illegally bundling its media player with its dominant Windows operating system.

Competitive edge The Seattle company's willingness to create a player that bridges all media types is an attempt to find a competitive advantage in universality. It is the first player to support every major media format and play songs purchased from any online music store, including Apple's iTunes and Napster. And the RealPlayer 10 supports as many as 50 portable players, including Apple's iPod and the Handspring Treo 600.

Analysts said the RealPlayer 10 addresses consumers' biggest complaint: compatibility.

"When you've got 18 different shoe stores out there, you want to go to the one that make your feet feel best," said Richard Doherty, co-founder of Envisioneering, a Seaford, N.Y., research firm. "It's like being able to go to the music mall. You're not tied to one footwear style. That's very clever of them."

The RealPlayer Music Store offers more than just songs. It's a heavily programmed music destination with a free listening lounge, music videos and music reviews and recommendations.

Licensing agreement RealNetworks also has entered into a seven-year licensing agreement with Wenner Media to take over operations of RollingStone.com. The company plans to incorporate Rolling Stone's archive of music news, reviews and rock photos into the RealPlayer.

The drawback for consumers is that the RealPlayer relentlessly prods the user to subscribe to RealNetworks' premium SuperPass service. And much of the content -- such as CNN news clips, Fox Sports highlights or Weather Channel forecasts -- is restricted to subscribers.