BERLIN — Munich-based media house EM.TV and computer chip brokers ce Consumer Electronics have launched what they are saying is the world’s first online market for merchandising and licensing.
The new partners have taken 50% stakes in the new venture, Virtual License Exchange, which is a virtual sales platform.
VLE will offer a platform for licensors looking for licensees, aid licensees looking for new themes and retailers and distribs looking for good product.
“For the first time it will be possible for business deals in TV and merchandising to be done over the Internet,” said ce’s founder Erich Lejeune.
EM.TV will bring to the table its merchandising and licensing rights with ce bringing its expertise in online markets. The company already has a sales platform up and running for computer chips.
“The joint venture between EM.TV and ce Consumer Electronics is a highly profitable and attractive possibility to strengthen our leading position in the licensing business on a 24-hours-a-day, 7-days-a-week basis,” said EM.TV’s CEO Thomas Haffa.
A spokesperson for EM.TV said that in theory their entire 30,000 half-hour rights catalog and its merchandising portfolio could be up on the platform.