Also popular are TV and movie themes: But as NPD's director of industry analysis, Ross Rubin, observes, "Improvements in technology are allowing manufacturers to enable these capabilities in more affordable phones. And for the music labels, it could mean a lifesaving foothold in the digital download market during financially troubled times. Ringtones tap into a million-dollar market Angela Landon's boyfriend calls her on her cell phone, and she's treated to the celestial strains of Handel's "Hallelujah Chorus. According to Billboard, in its first week tracking sales last month, the No. Different carriers have different names for them, but they're called things like 'true' ringtones. You can even get your fix of Bollywood hits from India. And yet the No. For all the buzz about custom ringtones within the music and wireless industries, the trend is in its infancy as a mass-culture phenomenon. Eminem offers a free ringtone of his single "Just Lose It" for consumers who purchase the double-disc collector's edition of his new album, "Encore. She's warned with a snippet of Elvis' "Suspicious Minds. The industry takes this very seriously, so much so that Billboard magazine now tracks the nation's Top 20 ringtones, alongside its well-established charts for album sales and radio play. That surprised Billboard's editors, says Geoff Mayfield, the magazine's director of charts. So today, even the free phones that you get from carriers will offer polyphonic ringtones," which produce harmonies rather than single-note melodies. Hip-hop artists have been the most aggressive in marketing themselves with ringtones.