MUMBAI: Internet TV platform provider Maven Networks Inc has announced that Sony BMG Music Entertainment and FT.com are launching new consumer video offerings on the Maven Internet TV Platform. Sony BMG and FT.com chose Maven for its leading-edge, highly scalable technology platform that makes it easy to manage and syndicate online video to a global audience while retaining brand and advertising control.

Sony BMG aims to syndicate “Sony BMG Musicbox”, its online consumer video experience, to its network of hundreds of web properties in up to 19 European countries and multiple languages. The Maven-powered Sony BMG Musicbox players, featuring content from a wide range of Sony BMG artists, will be automatically delivered in each market’s native language through geo-targeting, and monetized through interactive advertising to millions of potential monthly unique visitors. The Sony BMG Musicbox initiative leads the company’s strategy to develop a worldwide, direct-to-consumer branded music video experience for its extensive media library of thousands of music video assets.

“Sony BMG is delivering a visually rich and compelling video experience to satisfy the huge demand for Internet video. Our Maven-powered players are a critical part of our overall strategy to develop a direct-to-consumer proposition based on our ever-growing library of world-class content, creating great value for both our artists and their fans. Working with Maven as one of our critical technology partners will allow us to rapidly deploy video players across Europe, and enable us to create and control our own syndication network to maximize audience reach and monetization opportunities,” said Sony BMG Europe senior vice president, digital and business development Ulrich Jaerkel.

FT.com will use Maven’s state-of-the-art syndication platform to deliver all of its video content on FT.com. â€œAs Maven has experienced in the US and Canada, industry-leading media organizations require a flexible and scalable Internet TV platform to keep up with the demands of the growing international audience. We’re thrilled to partner with leading media innovators to expand our capabilities globally into the European market and to enable them to obtain the scale and flexibility necessary to meet to the demands of their consumers and advertisers,” said Maven Networks founder and CEO Hilmi Ozguc.