Platform: Internet | Author: By Ed Dorrell | Source: NMA magazine | Published: 31.05.07
Email article | Printer Friendlymore NewsWarner Music International is set to enter the online video-on-demand market in a major bid to monetise its huge back catalogue of artists' work.
The record giant - which owns, among other labels, Atlantic Records (home to Hard-Fi, pictured) and Rhino - is developing a host of new digital platforms and sites.
The VoD services will see a huge number of videos, potentially rising to hundreds of thousands, made available. It's believed that beta testing will start next month.
The service is being provided by a strategic partnership with digital ser-vices company Premium TV. Warner will attempt to cash in through in-stream advertising, pay-per-download and syndication to third parties in the digital and IPTV market.
Previously, Sony BMG has given UK music fans on-demand access to videos by its roster of artists through a direct-to-consumer music channel, Musicbox (NMA 02.11.06).
However, Warner's new services will be developed as separate websites organised by artist, genre or label. Premium TV and Warner believe this will allow advertisers to target diverse audiences and interest groups.
Other elements under development include site personalisation and a send-to-a-friend function, along with mobile versions.
Premium TV will build each site and allow the use of its Searchable Video Archive technology. The agreement will also see it oversee the commercial exploitation of the sites.
Warner Music International's chairman and chief executive Patrick Vien said, "This major new proposition in online TV represents a key step in our continued transformation.
"These unique digital hubs will further enable us to monetise our content across the myriad ever-developing ways that people enjoy music.
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