Microsoft has beefed up the pan-European content offering for its free, video-on-demand Internet channel, MSN Video, through separate deals struck with MTV Networks International and Sony BMG.

Through the agreements, unveiled this morning at a media briefing in London, MSN Video users will be able to view clips and exclusive footage featuring Sony BMG acts, via a nine-market pan-European pact initially covering the U.K., France, and Germany, with the Netherlands, Spain, Sweden and a raft of European markets to come.

The MTVNI pact, covers such programming as "Pimp My Ride" and "Punk'd," and will be available first up in the U.K., France, Germany, Spain, the Netherlands and Sweden, before rolling out elsewhere.

"This important deal significantly extends the availability of our video content across Europe," comments Gideon Bierer, senior VP, digital media, MTVNI. "Our aim is to ensure our video content is available wherever and whenever our audience wants to watch it."

Ulrich Jäerkel, senior VP, digital and business development at Sony BMG, described MSN's service as "a great way for our artists to connect with music fans throughout the region."

MSN Video boasts in excess of 6 million European unique users each month.