WebProNews

Warner Music International is teaming with Premium TV to create online television sites that will feature free music videos.

The sites will be supported by advertising, pay-per-download and syndication to third parties.  There are also plans to develop subscription based and mobile versions of the platform.

 This move by Warner Music is seen as a way to combat declining CD sales. The company has made previous deals with YouTube, Brightcove and Joost to distribute music videos online in an effort to increase revenue.

Users will be able to search for videos by artist, label or genre. The platform will be available in different languages and feature unreleased video footage. Key features on the sites will include personalized video programming, "send to a friend" option and video-on-demand.

Warner chairman Patrick Vien said, "The depth and breadth of experiences that this partnership should ultimately provide means we will connect not only with traditional music fans, but with a broader audience who consume music on a more casual, lifestyle orientated basis."

"To be working with a major music label and its complete music video archive is a great opportunity,'' Premium TV CEO Oliver Slipper said. ``It will also offer an enhanced commercial model, building on our existing expertise monetizing clients' rights, through the incorporation of targeted in-stream video advertising.''