Various concepts that draw on the wisdom of the crowds have sprouted as the internet continues to open new frontiers. Crowdsourcing works with the power of captive audiences to source fresh products or service ideas, scientific breakthroughs or branding messages. The lure of prizes or other incentives is used to inspire competitive participation from all those involved, and contests relating to crowdsourcing have a viral effect due to referrals. Sites such as Innocentive and Open Pitch are good examples, Innocentive draws on the innovative power of over 100,000 scientists in pursuit of meaningful breakthroughs in many aspects including irrigation and mining among others. Open Pitch is a vitual advertising agency platform and unlike other sites it keeps user submissions confidential as a way of protecting the intellectual property rights of its users. Listenerdrivenradio.com allows listeners to assume control of a radio station by compiling the radio station playlist either through their iPhone or directly online.