Lisa Farris

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Universal Music Group is looking to test three different subscription models as it works with Diva Systems Corp. to port its broadband music-video service to various interactive-television platforms.

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The record label is talking with six MSOs about affiliation agreements, including such Diva partners as AT&T Broadband, said Lisa Farris, senior vice president of market development at UMG's eLabs.

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UMG's The Viewing Lounge includes 500 music videos and other encoded content from the label's library.

Excite@Home Corp., RoadRunner, SBC Communications Inc. and Sprint Corp. carry TVL as part of their cable-modem or digital-subscriber-line services.

Universal Music Group (UMG), the world’s largest music company, today introduced The Viewing Lounge (TVL) as the first broadband entertainment program offering premium advertisers a new vehicle for delivering targeted brand messaging, lifestyle-based sponsorships and seamless direct marketing. The Viewing Lounge’s customizable music video programs appeal directly to today’s taste-maker, music enthusiasts between the ages of 15 –30.

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TVL’s new advertising platform conveys relevant brand messages to consumers in an engaging banner-free programming environment. Advertisers now have the opportunity to effectively target consumers via customizable genre-based programming and geographic location. Additionally, advertisers may tailor branding campaigns by selecting from TVL’s four key messaging options: 1) main screen rich media and video interstitial; 2) call-to-action direct response; 3) end of entertainment block brand links; and 4) genre-based sponsorships.

Based on strong consumer feedback and over three million broadband user visits during the pilot, TVL has attracted several charter advertising partners, including Pepsi-Cola Company and Time Warner Cable’s RoadRunner.

Pepsi-Cola Company has launched a series of commercials on TVL, focused on its current promotion, Pepsistuff.com. Continuing through January 2002, the Pepsistuff.com campaign features a variety of UMG’s artists. 

Universal Music Group announced the launch of its initial series of broadband programs that feature original music-oriented pilots, becoming the first major music company to offer music fans a slate of premium music programming designed exclusively for high-speed connections.