MCM launches new music video service The DEN

A video music players has been rolled out across several of Australia’s major websites in what its owner claims is the first time all of the major music labels have got behind such an initiative.  

MCM Media has launched The DEN (Digital Entertainment Network) across sites including, The Daily Telegraph, APN’s regional sites and Yahoo!7 Music.

The service – which is ad-funded – streams music videos on demand, based around playlists. Revenue is shared between MCM, the site owners and the music publishers. MCM claims it is “the world’s largest legal high quality free-to-stream music audio and video on demand”. Users are also able to click through and purchase the music.

The service has previously been available on MCM’s own sites including  Take 40, The Hot Hits and movideo. It says that 500,000 users streamed more than 4.5 million audio and videos from those sites during June, with consumers averaging seven videos per session.

After watching their first video, users are served an unskippable 15 or 30 second TVC, followed by a further three tracks beofre the next ad.

The ratecard sees 30 second TVCs priced at a cpm of $60, with leaderboards and medium rectangles from a cpm ot $10-$30. MCM’s CEO Simon Joyce said that the traffic – and revenue – will be shared equally across partners based on the share of traffic they generate.

He said: “We are all about grabbing some TV bucks and I think we can justify it.”

Foundation advertisers include Defence Force, Wrigley’s and Kia Soul.

Joyce said that illegal file sharing would be among the competitors for audience. He said: “Peer to peer is a huge challenge for the industry. The key competitor from a streaming point of view is YouTube, but they don’t have licencing with all four music labels. We’re the only company that got all thiscontent in high resolution.”


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