Vevo is to take on the likes of MTV with the launch of an online 24-hour a day music network.
The online music video service has launched its new product online in the US and Canada with the main aim of taking on the industry's established names, such as MTV and VHS1.
Vevo TV will feature high-definition music videos, concerts and original shows and will be available through devices plugged in televisions and the internet such as the Xbox, as well as smartphones from Apple and Android.
Vevo chief executive Rio Caraeff was quoted by the Financial Times claiming the move towards the small screen showed the traditional music channel was still relevant to the digital generation.
"It's really about a return to how it used to be," Caraeff said: "What we've learned is that there's a time and a place for on-demand and there's also a time and a place for a programmed, linear experience."
The firm is also reportedly planning to launch dedicated digital music channels for the UK, Europe and Latin American markets later this year.