In contrast to traditional streaming procedures, iMedia establishes a continuous interaction between the client and the server. The user controls an individual, continuously navigable circuit by means of the mouse cursor. The user enters a personalised audio dimension - in accordance with their individual surfing behaviour and auditory preferences.

The whole of the intelligence and complexity of the system is situated on the server side. All that is required on the client side is a small (20-200 kB) player that is automatically and imperceptibly transmitted at the "head" of the stream. This dispenses with the need for memory intensive plugins on the users hardware.