Sony PlayStation eyes sponsorship opportunities for music channel

Sony Playstation is looking to maximise awareness of its VidZone music channel through sponsorship and advertiser funded television (AFP) shows.

The console manufacturer has appointed specialist partnership agency Meanbroadcast to represent VidZone for sponsorship, AFP and commercial relationships across all territories.

VidZone is Sony Playstation’s pan-European music channel available exclusively on all 8m Playstation3 consoles in 17 countries across Europe and Australia. It offers nearly 20,000 music videos, as well as exclusive interviews, live concerts, competitions and music shows to a core 16-34 market through its VOD service and more than 100 TV channels.

To date, over 3m users have downloaded the channel and Sony is looking to boost uptake through its global hunt for sponsorship opportunities and other commercial relationship opportunities.

Meanbroadcast will work with advertisers in developing sponsorship packages and channel tenancy for brand-holding content seeking an ideal platform to showcase and reach a valuable young audience.

The agency will also focus on developing non-traditional revenue models for the growing platform and says it is close to signing a major partnership agreement with a large mobile partner, which will see celebrities from the music industry invite Vidzone viewers to enter competitions offering exclusive prizes such as concert tickets.

Damon Letzer, Meanbroadcast managing partner, says: “With over 3m homes already downloaded, VidZone is a perfect for the Meanbroadcast model due to its measurable traffic, ever growing audience and ability to reach an young ’Key’ audience with little clutter.”

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