Vevo To Launch Traditional TV Channel, Graduate From YouTube | Fast Company (click for full article) by Austin Carr - March 12, 2013 "Today at SXSW, Vevo plans to introduce Vevo TV, a "fully programmed, linear, 24/7, lean-back experience," CEO Rio Caraeff tells Fast Company, which he stresses will be "more TV-like" than the traditional Vevo experience. What does it mean to be more TV-like? Vevo's music video service, which receives most of its traffic through its integration with YouTube, has long been about the one-off experience: Users could find and watch videos on-demand through search and recommendations. But now, Vevo's new television channel will offer an around-the-clock curated experience of original programming, including live concerts and TV shows. It will not only help up ramp up viewership on Vevo, which already sees 52 million monthly uniques, but also serve as a push to disassociate the company from YouTube. At launch, Vevo TV will be available as an always-on broadcast channel through apps on iOS, Android, Windows Phone, Xbox, Roku, and on Vevo's website. The experience is multicast, meaning, "everybody sees the exact same thing at the exact same time, no matter what platform you're accessing it from," says Caraeff, who adds that the channel will serve as a complement to its on-demand business: When users jump into a show late, they'll be able to flag it to watch it on-demand later. Like traditional television, it will come with a 24-hour schedule of programming blocks, and soon feature hosts and VJs, operating much the same way as MTV did in its early days."