Universal Music’s ‘The Viewing Lounge’ Lures Prominent Advertising Partners.

Universal Music Group (UMG) introduced The Viewing Lounge (TVL) as the first broadband entertainment program offering premium advertisers a new vehicle for delivering targeted brand messaging, lifestyle-based sponsorships and seamless direct marketing. The Viewing Lounge’s customizable music video programs appeal directly to today’s taste-maker, music enthusiasts between the ages of 15-30.

TVL’s new advertising platform conveys relevant brand messages to consumers in an engaging banner-free programming environment. Advertisers now have the opportunity to effectively target consumers via customizable genre-based programming and geographic location. Additionally, advertisers may tailor branding campaigns by selecting from TVL’s four key messaging options: 1) main screen rich media and video interstitial; 2) call-to-action direct response; 3) end of entertainment block brand links; and 4) genre-based sponsorships.

Based on strong consumer feedback and over three million broadband user visits during the pilot, TVL has attracted several charter advertising partners, including Pepsi-Cola Company and Time Warner Cable’s RoadRunner.

“TVL is the first customizable music program created for broadband, offering a next generation advertising and branding platform,” said Lisa Farris, senior vice president of marketing, UMG eLabs. “TVL provides the opportunity for premium brands to reach their target music audiences via the syndication of its programming to national broadband ISP partners.”

TVL enables music enthusiasts to create music video blocks comprised of up to four genres, including Alternative, Rock, Contemporary, Country, Hip-Hop/Rap, Pop, R&B, Latin, and New Releases. In addition to encouraging feedback from fans, TVL offers links where consumers can purchase CD’s and other artist-related items. TVL features more than 600 videos from artists, including 98 Degrees, Blink-182, D12, Enrique Iglesias, Elton John, Limp Bizkit, Ja Rule, Jay-Z, Marilyn Manson, Nelly, Primus, Shaggy, Shania Twain, Sisqo, Weezer, The Cranberries, U2, and Willie Nelson.

TVL will be launching television commercials in the top 10 broadband markets (San Diego, Boston, San Francisco, Hartford, Seattle, Dallas, Denver, Phoenix, New York, and Philadelphia). TVL has also secured placement within the Burly Bear Network, the leading cable outlet dedicated to 18-24 year-old college audiences.