Intertainer, Warner MusicTo Offer Videos on VOD

Intertainer Inc. and Warner Music Group last week announced a non-exclusive licensing agreement that allows the programmer to offer music videos from the group's stable of artists via video-on-demand.

Under the agreement, users on the and broadband platforms will have on-demand streaming access to music videos from The Atlantic Group, Elektra Entertainment Group, London-Sire Records, and Warner Bros. Records Inc.

Artists from those labels include Vitamin C, Madonna, Alanis Morissette, Goo Goo Dolls, Eric Clapton and the Red Hot Chili Peppers.

Intertainer will also work with Warner Music Group to market new artists and promote catalog titles.

"Securing Warner Music Group's impressive roster of superstars and developing artists is essential for maintaining a comprehensive music category that fans return to again and again," Intertainer CEO Jonathan Taplin said in a statement. "This agreement with Warner Music Group helps ensure the highest-quality viewing experience for our users."

While viewing a music video, an Intertainer user can review a track list from the artist's current release, purchase current or past albums or find out more information about the performer.

"Intertainer's unique, on-demand broadband capabilities present an ideal venue for us to showcase our artists," WMG executive vice president for strategic planning and business development Paul Vidich said in a statement.

The deal follows a similar content agreement between Intertainer and A&E Television Networks. Intertainer will be able to offer programming from such series as A & E Network's popular Biography
on a VOD basis.

R. Thomas Umstead

R. Thomas Umstead serves as senior content producer, programming for Multichannel News, Broadcasting + Cable and Next TV. During his more than 30-year career as a print and online journalist, Umstead has written articles on a variety of subjects ranging from TV technology, marketing and sports production to content distribution and development. He has provided expert commentary on television issues and trends for such TV, print, radio and streaming outlets as Fox News, CNBC, the Today show, USA Today, The New York Times and National Public Radio. Umstead has also filmed, produced and edited more than 100 original video interviews, profiles and news reports featuring key cable television executives as well as entertainers and celebrity personalities.