Will this become another pay TV channel, requiring cable and satellite distributors to pay monthly per-subscriber fees? Music industry powers Universal Music and Sony apparently believe that’s possible for their music video service, although they’re launching it today in cyberspace. The company calls VEVO TV a “broadcast-style music and video channel” because it will run programming 24/7, instead of just offering clips for on-demand viewing. It will feature “All hand-programmed by humans for music lovers everywhere to lean back, watch and enjoy,” VEVO says in a blog post announcing the service. Viewers can tune in at VEVO.com and via apps for Apple, Android, and Windows Phone devices as well as the Xbox 360 and Roku. VEVO TV will have a programming guide identifying what’s playing, as well as what’s coming up. Viewers can create a playlist by clicking on a “Watch It Later” button. The company introduced the service today in the U.S. and Canada and says it will “soon expand to addition countries, and with additional channels.” Launch sponsors include adidas Originals, McDonald’s, Red Bull and State Farm.
The companies use the trendy term “curate” to describe Disney‘s role picking the music videos that will appear on their co-branded destinations. The entertainment giant will run some of VEVO‘s 50,000 music videos on Disney.com, as well as what they call “the family-friendly music video experience” that will cut across VEVO’s online, mobile, and connected TV platforms. They’ll also collaborate on music events and video premieres for Disney’s recording acts. ”Music is a key component of the Disney.com offering and deepens the premium family entertainment experience we offer guests online,” Disney Interactive co-president Jimmy Pitaro says. In early May, both companies will participate in the Digital Content NewFronts, where leading online video providers will pitch advertisers to spend heavily on the fast-growing medium.