NEW YORK (Reuters) - America Online said on Monday it would rename its
fledgling cable music video channel and offer more content in an
effort to steer viewers to an AOL Web site.
The channel, originally called "My Music Channel," will now be named
"AOL Music On Demand."
AOL is aiming to promote its AOL Music videos and original programing
on the channel carried by Time Warner Cable, hoping to entice viewers
to find more material on its free Web site AOLMusic.com.
Launched eight months ago with little fanfare, the cable channel lets
viewers click their remote controls to order up videos and AOL
programing, once available only to paying subscribers to its
high-speed Internet service, for free.
The cable channel is being used as a marketing tool to persuade
non-AOL members to find even more free content on its Web site,
bucking a trend in the media industry toward charging for content. New
York Times Co. said last Friday it was mulling a plan to charge for
its online newspaper edition.
AOL, the Dulles, Virginia-based unit of Time Warner Inc. is betting
that giving away more free material will help it boost online
advertising dollars amid an ongoing subscriber defection.
AOL has lost millions of members this year, but Time Warner said
it expects the unit to post growth in full-year 2004 profit before
items in the low to mid-teens percentage range.
"Now we're much more interested in extending the AOL brand into the
nonmember audience and building that exposure," an AOL spokeswoman
AOL Music On Demand is now available in 30 markets, after entering
New York and New Jersey this month.
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