Warner Music International has entered into a strategic partnership with U.K.-based digital rights company Premium TV to develop and roll out a raft of online TV sites.

Through the agreement, unveiled today, WMI will distribute and monetize music-based content through various, purpose-built online platforms.

These direct-to-consumer "digital hubs" will offer interactive, free-to-access music experiences, which can be sorted according to artist, genre or label, the music major explains in a statement.

Warner Music's catalog of video content, including exclusive, previously unseen footage, will feature.

Premium TV's current core business is delivering digital broadcasting solutions for the sports sector. The British firm will build each site and provide its proprietary Searchable Video Archive (SVA) technology.

Patrick Vien, chairman and CEO of WMI, declared the alliance as a "key step in our continued transformation" and an "extremely exciting digital development."

The initiative's business model will generate revenue from in-stream advertising, a la carte downloads and syndication to new media third parties.

In a statement, Vien adds, "These unique digital hubs will further enable us to monetise our content across the myriad of ever-developing ways that people enjoy music."

PTV claims to handle streams of more than 6,000 live events each, while managing over 100,000 paying broadband subscribers for its clients. The company says it generates more than £20 million ($39 million) of digital rights revenue for the sports industry.

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