Microsoft Launches Windows Live Messenger TV In Europe
London – Software giant Microsoft Corp., seeking to generate more revenue from Internet advertising, announced the launch a novel online Messenger TV service in as many as 20 countries that allows users to view video clips together with their network of friends and chat via Windows Live Messenger.
“The latest offering known as Windows Live Messenger will offer European users a variety of clips on MSN Video from sources like MTV shows and music clips from providers such as Sony BMG,” Microsoft announced Monday.
In addition to content collected from MSN’s Video channel, such as from MTV shows like “Pimp My Ride” and “Punk’d” and videos from the Sony BMG database, U.K. users will also be able to tap television shows and music videos from third parties.
Microsoft said it has made content partnerships with EMI and the UK’s broadcaster Channel 4 to obtain videos from popular performers such as Kylie Minogue and Robbie Williams and hit shows like Ramsey’s Kitchen Nightmares.
“Viewing online video is no more about one person in front of their computer,” Microsoft said in a marketing bulletin about Messenger TV.
Additional content partners include National Geographic, Reuters, and the ITN network.
The firm anticipates the capability to watch clips with friends on a network of computers would blend in a new social experience and attract users who already spend hours on social networks.
“Online video has exploded in popularity over the last year, but to date it has been something people watch on one’s own. Messenger TV is set to change all that,” said John Mangelaars, the vice-president, EMEA, of consumer and online for Microsoft.
“The feature is Redmond’s answer to YouTube.”
Microsoft, the world’s largest software maker, is intensifying its Internet business to drive online advertising sales and catch up with Google Inc., owner of the YouTube video site. YouTube already shows ads on its home page and alongside some clips. PepsiCo Inc. and News Corp.’s Twentieth Century Fox plan to run ad campaigns on Messenger TV, Microsoft said.
The service will initially be launched in 20 countries including many European countries, New Zealand, Australia, Singapore, Brazil, Canada and Mexico, where there are 95 million users of Windows Live Messenger, but the service is not yet offered in the United States.
Microsoft claims that Windows Live Messenger is the world’s most popular free instant messaging service, with more than 240 million users worldwide.
Microsoft needs to build its Internet properties if it has to catch Google, which dominates the market for online search advertising. Following a failed attempt to buy Yahoo, it is expected that Microsoft will focus on expanding its existing portfolio of in-house platforms, including Messenger.