Vevo Taking on MTV via Connected TV - May Launch Network

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Published on Monday, 27 September 2010 09:23

According to a recent article in Billboard, Vevo has been working hard to extend its online service to TVs through Web-connected devices, such HDTVs, cable set-top boxes, Apple TV - but now may actually be launching a TV network for its content as well.

The New York Post, citing Vevo CEO Rio Caraeff, says a Vevo TV channel would offer music videos, live performances and archived footage, but there are no distribution deals confirmed at this time.

Vevo is a US-only music video website (The concept for VEVO is described as being a Hulu for music videos) which is a joint venture between Sony Music Entertainment, Universal Music Group, and Abu Dhabi Media - with EMI licensing its content to the group without taking an ownership stake.

The service was launched officially on 8 December 2009 and the videos on Vevo are syndicated to YouTube, with Google and Vevo sharing the advertising revenue.

Vevo offers music videos from three of the 'big four' major record labels: Universal Music Group, Sony Music Entertainment, and EMI.

Warner Music Group was initially reported to be considering hosting its content on Vevo, but subsequently formed a rival alliance with MTV Networks, which eventually overtook VEVO in popularity.

More from Billboard:

Obviously this is seen as Vevo further stepping on MTV's toes. But it's worth noting that MTV's cable programming has moved primarily to unscripted television and leaving most of its music video programming to the Web. However there will be enough overlap to cause more sparks between the two companies.

Universal Music Group - which conceived the Vevo service and is part owner of the joint venture along with Sony Music - last month pulled its content from MTV's websites after MTV failed to reach a syndication and advertising revenue-sharing deal with Vevo. The two have also gone tit for tat on the PR front, both claiming to be the leading music destination online.

Vevo would not be the first to attempt a resurgence of cable-based music videos. Music Choice in February launched SWRV, a sort of crowd-sourced music video network that lets users not only program playlists but also appear on air. Cox Communications is the first to air the network.

In a phone interview with NewTeeVee:

...Vevo CEO Rio Caraeff said the online music video company will soon launch apps for multiple consumer electronics devices. On the mobile side, Caraeff said Vevo has plans to ship an iPhone app within the next few weeks, and is also working on an iPad app and Android apps to be launched later this year.

Vevo also has plans for the TV, and will be taking multiple approaches to reach consumers in their living rooms. The company is already working on an app for Boxee’s media center platform, and is also working with a number of other consumer electronics manufacturers to get onto their connected devices.

Caraeff said Vevo will be on at least one connected living-room platform by the end of the year, whether it’s a game console or a broadband set-top box. Vevo is also talking to pay TV distributors like Comcast and Verizon to hook into their cable and VOD distribution.