Music Choice has tapped Norway's never.no to power its recently launched interactive music video network SWRV. SWRV encourages its viewers to submit content, vote for and rate videos, and even "take
over" entire programming blocks.
Visitors to SWRV.TV can participate by sending text, photos, and video, either using their mobile phones or by going online. "The technical considerations
were extremely complex," Stu Farber, Music Choice vice president of engineering, operations, and information technology, said of SWRV. In partnership with Cox Communications, Music Choice is making
SWRV available to Cox Digital Cable customers on Channel 900 in New England and Virginia.
All Cox broadband subscribers nationwide can stream the network live. In the coming months, meanwhile,
SWRV is expected to be rolled out by multiple providers to millions of homes nationwide. Music Choice is a partnership among subsidiaries of Microsoft Corporation, Motorola, Inc., Sony Corporation of
America, EMI Music, and several leading U.S. cable providers, including Comcast Cable Communications, Cox Communications, and Time Warner Cable. --Gavin O'Malley