EMI Music U.K. has forged a video-on-demand content agreement covering BT Vision, the next-generation TV service of telecoms giant BT which went live today (Dec. 4).

Through the pact, EMI will make available all music promos from its catalog, including works by Coldplay, Gorillaz, Kylie Minogue, KT Tunstall and Lily Allen. EMI will also offer a selection of long-form videos.

The videos will be available to buy on PC from the BT Vision download store for an undisclosed price.

"This agreement with BT Vision heralds our first TV on demand deal in the U.K.," commented Mike McMahon, senior VP commercial & digital media at EMI Music U.K., in a statement.

"The more ways in which our music videos can reach music fans, the better," he adds. "This service gives consumers the flexibility and freedom of choice of when to watch our latest releases as well as view our rich back catalog."

BT Vision already has content deals in place with numerous music and entertainment firms, including Disney, Dreamworks, Eagle Rock, Warner Music Group, Universal, Sony BMG and Viacom.

The new service enables the telecom's broadband customers to view existing Freeview channels and on-demand content via Philips-manufactured set-top boxes. Microsoft powers the service's software platform.

"If the consumer appetite for such services is strong," comments Ovum senior analyst Annelise Berendt, "BT will certainly give the competition a run for its money."

EMI has struck a succession of content deals in recent weeks, including a pact with digital entertainment service provider Jamba and an agreement with digital solutions agency HiFi Entertainment, which allows gamers in Britain to download its music videos to PlayStation Portable player.