That site is not playing any sound either if you don't interact with the pano.
I would put something in a mousedown event.
something like (untested)
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Source code
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<events name="ondownevent" ondown="playbackgroundsound()" />
<action name="playbackgroundsound" >
playsound(bgsound, "sound.mp3");
</action name>
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I'm not a fan of playing sound in the backgroudn tho. If a site does that, my response is to close it.
I believe it is more common / user friendly to ask to enable background sound and start playing if the answer is yes.
gr,
Kristof