Vevo Taking on MTV via Connected TV - May Launch Network

written by: Richard Kastelein

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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.



About the Author

Richard Kastelein
Founder of The Hackfest, publisher of TV App Market and global expert on Media & TV innovation, Kastelein is an award winning publisher and futurist. He has guest lectured at MIT Media Lab, University of Cologne, sat on media convergence panel at 2nd EU Digital Assembly in Brussels, and worked with broadcasters such as the BBC, NPO, RTL (DE and NL), Eurosport, NBCU, C4, ITV, Seven Network and others on media convergence strategy - Social TV, OTT, DLNA and 2nd Screen etc.

He is a Fellow of the UK Royal Society of Arts (RSA) and UK Royal Television Society (RTS) member.

Kastelein has spoken (& speaking) on the future of media & TV in Amsterdam, Belfast, Berlin, Brussels, Brighton, Copenhagen, Cannes, Cologne, Curacao, Frankfurt, Hollywood, Hilversum, Geneva, Groningen (TEDx), Kuala Lumpur, London, Las Vegas, Leipzig, Madrid, Melbourne, NYC, Rio, Sheffield, San Francisco, San Jose, Sydney, Tallinn, Vienna, Zurich...

He's been on advisory boards of TEDx Istanbul, SMWF UK, Apps World, and judged & AIB awards, Social TV Awards Hollywood, TV Connect & IPTV Awards.

A versatilist & autodidact, his leadership ability, divergent and synthetic thinking skills evolved from sailing the world 24000 miles+ offshore in his 20′s on sailboats under 12m.

He spent 10 years in the Caribbean media & boating industry as a professional sailor before returning to Europe, to Holland.

A Creative Technologist and Canadian (Dutch/Irish/English/Metis) his career began in the Canadian Native Press and is now a columnist for The Association for International Broadcasting and writes for Wired, The Guardian & Virgin. His writings have been translated into Polish, German and French. 

One of Kastelein's TV formats was optioned by Sony Pictures Television in 2012. 

Currently involved in a number of startups including publishing TV App Market online, The Hackfest and Tripsearch TV. As CSO for Worldticketshop he helped build a $100m company.

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