YouTube-UMG Tie-Up: Behind the Scene Story
Universal Music Group (UMG) and Google’s video-sharing site YouTube are
working together to offer a blended service, VEVO. The plan is to
provide UMG's music video content using YouTube technology and community
support. Others are also fast and furious. The action taking place in
the emerging tech-entertainment convergence market is just fit for making a
Hollywood blockbuster.
By
Rakesh Raman
The
amount of proliferation can be estimated from the U.S. market. The U.S.
Internet users, according to comScore, viewed 13.1 billion online videos
during the month of February 2009. And
more than 145 million U.S.
Internet users watched an average of 90 videos per viewer in February.
As a
major shakeout is imminent in the convergence marketplace, even the
tech, consumer electronics players want to be part of the action scene.
LG has decided to offer streaming entertainment from CinemaNow, YouTube,
and Netflix. Available on new LG Network Blu-ray Disc Players in the
first half of 2009, the new arrangement with CinemaNow and YouTube will
complement LG's instant streaming service from Netflix.
Similarly, Sony has announced its first new networked BRAVIA LCD HDTV
models with Internet applications called "widgets." Now,
interactive
entertainment from Amazon Video on Demand, YouTube, Yahoo, Slacker, and
others will be available on TV.
It’s
becoming difficult for many other niche players to resist the temptation
offered by online video business. The new
WOWTV Global site, for example, now offers viewers
a selection of free and premium TV shows and movies for
online video streaming via broadband internet access. It’ll provide
worldwide access to its library of licensed online video content. According to the company, Viewers can choose from various program genres
including movies, documentaries, fashion, drama series, and lifestyle.
All programs are available on-demand and can be viewed from anywhere in
the world, it says.
Launching later this year, says UMG, VEVO will be an online music video
hub built for consumers, advertisers, and content owners. YouTube will
provide the technology infrastructure that will host VEVO and UMG's
library of music videos on the new site.
On
YouTube, this content will be exclusively available through VEVO.com and
a new VEVO channel through a special VEVO branded embedded player.
At
launch, people will be able to access UMG's catalog of music video
content, including full-length videos on VEVO, as well as
artist-generated content and user-generated content hosted on YouTube.
VEVO will also serve as a syndication platform.
So, the
show is ON.
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