Abu Dhabi Media Company (ADMC), a multi-platform media organisation, has made a strategic investment in Vevo, the new premium music video and entertainment service powered by YouTube, a top video sharing website.

With this transaction, Vevo is now formed as an independent and fully funded entity with Universal Music Group (UMG), Sony Music Entertainment (SME) and Abu Dhabi Media Company (ADMC) as founding shareholders.

Funding from the shareholders will enable Vevo to come to market with an attractive premium music offering for consumers and advertisers alike.

Launching in the US and Canada later in 2009 with a further international roadmap to be announced, Vevo will be a premium destination and syndication network for the very best in top-notch music video content that will leverage the massive existing traffic of YouTube, a statement said.

"This global partnership flags Abu Dhabi Media Company’s commitment to establish a leading position in the digital media industry,” said Mohamed Khalaf Al Mazroui, chairman of ADMC.

“It is part of an integrated approach to expanding the global digital presence and brand portfolio of Abu Dhabi Media Company, and it illustrates our partnering approach with innovators in digital media services and technologies,” he added.

Rio Caraeff, president and chief executive officer of Vevo, said: “Abu Dhabi Media Company brings to the venture important funding support and a team with enormous global media experience and insight, and we look forward to working with them to seize the many opportunities ahead of us.”

“Consumer demand for music video entertainment is growing significantly today and is transforming the digital entertainment market and the music industry by fuelling new media business models,” said Edward Borgerding, chief executive officer of ADMC.

“Vevo fits our vision and goals perfectly, as we are expanding our capabilities and continue to build the market for digital entertainment around the world.  Vevo will redefine the way premium music video entertainment is consumed, created and shared in a global community of music audiences,” he added.

“We're now entering a new exciting phase in the digital media industry in the region and we're determined to be at the forefront of it,” added Ricky Ghai, ADMC's executive director, digital group.

“With Vevo there’s real opportunity for incredible growth, as both brand advertisers and consumers are looking for new premium video experiences online. The potential rollout of a localized Vevo portal across our region will help to cement ADMC’s position as a leading digital media company,” Ghai concluded. – TradeArabia News Service