Fast Company, in a pre-SXSW announcement, reported that collaborative music site and YouTube channel Vevo have set their sites on cable-style television. Vevo CEO Rio Caraeff told Fast Company that Vevo is developing “a fully programmed, linear, 24/7, lean-back experience.”
In a bold move away from YouTube, Vevo has announced Vevo TV, a television and digital network that will also support on-the-go viewing through a mobile app. Vevo TV will stream on both Apple and Windows products as well as streaming services like Roku and Xbox 360. Surprisingly, if you’re looking to find Vevo TV on YouTube, the platform that has hosted Vevo’s widely successful channel, you won’t find it.
Vevo is drawing a clear line in the sand as to how they will separate themselves from YouTube. Caraeff explained that Vevo TV will be a multicast experience meaning, “everybody sees the exact same thing at the exact same time, no matter what platform you’re accessing it from.”
Consider Vevo TV like the late 80’s, early 90’s MTV we all miss so dearly. Every hour, Vevo TV will feature a block of programming focused around specific artists and genres. The TV service, which launches today, is centered around the idea that, as Michael Cerda, Vevo’s SVP of Product and Tech told Adweek, “What we found was, there’s a class of viewer that wants more choice still but doesn’t want the work.”
The new service had been designed for a more tune in and watch experience, favoring more organic discovery over coded signposts. “One of the rules we have with this is, no algorithms. If we can find an ounce of magic for people, this will have worked.”
Distribution across cable seems to be Vevo’s ultimate goal as Cerda explained to Adweek: “That is a pretty clear bet. [Cable] is still leading from a viewership perspective.”
However, putting distance between themselves and YouTube isn’t a terrible side effect either. Caraeff told Fast Company: “We’re not putting the channel on YouTube. We’re distributing the channel everywhere else. That means fundamentally it’s a Vevo viewer, and it will help transform the perception as to who we are as a company off of YouTube. It will differentiate us.”