Gotuit Media Corp. will press play on videos from Universal Music Group as part of its Gotuit Music On Demand service, now being tested in several undisclosed markets.
Music on Demand allows digital-cable subscribers to select from a variety of preprogrammed music blocks, including rock, pop, hip-hop and country; artists’ spotlights; and branded channels from Def Jam Records and Shady Records.
“The test is focused on watching consumer behavior with this new programming,” said UMG vice president of business development Scott Hochgesang.
Subscribers can watch the blocks in their entirety without having to reorder a video, he said.
UMG also is supplying interviews with artists, concert footage, discographies, record reviews and concert-tour information.
UMG has supplied music videos to VOD platforms for more than a year, usually tied to a VOD movie premiere.
The most recent was the April 30 launch of A Cat in the Hat, which featured a collection of songs from SmashMouth.