Company has signed up Comcast as its first partner

Digital music network Music Choice is launching the first musicvideo-on-demand offering for TV.

Best known for the dozens of music channels it programs on the upper end of cable and satellite subscribers’ listings, company is expanding with a service that lets users program musicvid and audio channels based on their preferences.

Users will be able to select specific videos and watch live concerts acquired by Music Choice.

Content will be available to broadband Internet users who subscribe via cable modem with the same cable providers offering Music Choice’s new services on TV.

Company has signed up Comcast as its first partner for the musicvideo program and is hoping to expand to other cable partners shortly.

Expansion allows Music Choice to expand into video advertising. It’s planning to run demographically targeted ads before videos on the TV and Internet.

CEO David Del Becarro is betting that Music Choice can beat out other musicvideo aggregators, including MTV and Fuse on TV, and Yahoo!’s Launch on the Internet, by creating an integrated service tied to cable providers who work on both platforms.

Company reaches 37 million homes with its music channels.

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