The online music video site VEVO is in the early stages of expanding its operation by having it’s own TV channel. The company, which is independently operated but owned by Sony Music Entertainment and Universal Music Entertainment - the two biggest music labels in the world, and the Abu Dhabi Media Company, has seen unprecedented growth since its inception in 2009, and has subsequently entered talks with cables companies to make the leap into the TV market.

Sources at The New York Times state that VEVO is looking to become what MTV used to be prior to the influx of reality television shows it has now become known for, VEVO will be a channel that will show music videos as well as other forms of entertainment e.g. chart and live shows.

It remains to be seen if the concept would actually work, seeing as MTV were perceived to have strayed away from solely playing music videos due to the growth of streaming video online, which VEVO can attest to with their 827 million video plays per month, and 57 million users in the United States alone.