Footage available to fans via VOD, online

Comcast has signed a deal with Jon Bon Jovi to give its subscribers hours of behind-the-scenes footage filmed during his concert tour.

The footage won’t show up on a conventional 24/7 cable network but in two other forms: Free video-on-demand for call-up at the convenience of Comcast’s digital customers, and on Comcast.net, where the company’s 8.1 million Internet subscribers may pull it up on their computers, also at no extra cost.

“We’re putting a focus on the multiscreen experience,” said Liz Schimel, senior VP of content development for Comcast. “And music has become a critical component of both video-on-demand and the Internet.”

Comcast said music is the fastest-growing category on its on-demand menu: The company has chalked up a 135% increase in musicvideo orders, from 14 million in February to 33 million in November.

Marvin Davis, senior VP of marketing for Comcast, said the deal with Bon Jovi is the first of its kind in “partnering with an artist to offer integrated, exclusive content online and on demand.”

The footage now available includes the preparation for the first show of the tour on Nov. 2 in Des Moines, a backstage look at the filming of musicvid “Who Says You Can’t Go Home Again” and a private performance for the military at the Fort Monmouth army base.

As the “Sprint Presents Have a Nice Day Tour” continues, Schimel said Comcast will funnel more Bon Jovi footage to VOD and online.

Schimel said one of the key benefits to Bon Jovi is that more people will become aware of his album and tour through the footage available 24 hours a day on demand and online.

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