Universal Music Group (UMG), and DIVA, a video-on-demand (VOD) provider to the cable industry, have agreed to develop and deliver a new category of music video programming for digital cable
subscribers. "The Viewing Lounge" (TVL), UMG's customizable music application, will give cable viewers the opportunity to create custom blocks of music video programming based on their favorite genres
of music.
The joint effort between UMG and DIVA lays the groundwork for the introduction of a music video on-demand service. Users will be able to view and navigate a music video catalog of
hundreds of artists across a wide variety of music genres. Viewers will also be able to upgrade to a subscription service that will allow consumers to build their own custom playlists.
DIVA's
technology supports UMG's tiered revenue model for affiliates, which will include targeted advertising and sponsorship capabilities, e-commerce transactions and offers a seamless path to a music
video-on-demand subscription service. The TVL music service will add an additional revenue source for cable operators on DIVA's solutions, accelerating the rate of their return against their upgrade
investments. DIVA offers a full motion video interface for users, which provides a full television experience to Universal's music programming as well as other movie content available through its VOD
platform.
- Adam Bernard