VEVO unveils 24-hour music and video channel VEVO TV
VEVO has launched VEVO TV, an always-on, broadcast-style music and video channel, in the US and Canada.
The channel can be viewed on VEVO.com as well as via an app on iOS, Android, Windows Phone, Xbox and Roku.
Users can tune into the channel 24/7 for scheduled blocks of HD music videos, original VEVO programming and live concert events.
The site was created by record giants Universal Music and Sony with plans to expand into UK, Europe and Latin American markets in the coming months.
The Vevo chief executive, Rio Caraeff, told the Financial Times that the move towards the small screen showed the traditional music channel was still relevant to the digital generation.
"It's really about a return to how it used to be," he said. "What we've learned is that there's a time and a place for on-demand and there's also a time and a place for a programmed, linear experience."
Asked whether Vevo aimed to become the new MTV, Caraeff told the paper: "I can only hope and aspire to that, but by the nature of it it'll be different. Part of what we're trying to achieve is that element of nostalgia but 70 per cent of our audience is under 34."
adidas Originals, McDonald’s, Red Bull and State Farm have been named as launch sponsors.