In what stands as the next step in the evolution of online music entertainment, Abu Dhabi Media Company (ADMC), Universal Music Group, Sony Music Entertainment and EMI Music, today marked the ground-breaking launch of VEVO, the new premium music video and entertainment service in partnership with YouTube.

H.E. Mohamed Khalaf Al-Mazrouei, Chairman of ADMC, Edward Borgerding, CEO of ADMC and Ricky Ghai, Executive Director of Digital Media at ADMC joined Doug Morris, Chairman & CEO of UMG/Co-Chairman & Founder of VEVO, Rolf Schmidt Holtz, Chairman & CEO of Sony Music Entertainment/Co-Chairman of VEVO, Elio Leoni-Sceti, Chief Executive Officer and President, New Music, EMI Music, and Rio Caraeff, President & CEO of VEVO at the launch event in New York.

The largest video network on the web, VEVO blends the best in highest-quality music content with YouTube's cutting-edge video technology and established user community. All searches on YouTube for music videos by any of the artists represented by UMG, SME and EMI, as well as other VEVO label partners, will now be available through VEVO only. In addition, VEVO's content will be available at VEVO.com and through a VEVO-branded embedded player. VEVO will also serve as a syndication platform for additional internet destination sites, expanding the reach of the VEVO brand across the worldwide web.

AOL and CBS Interactive Music Group are announced as VEVO's first syndication partners. Through these deals, VEVO will be available across major online publishers by the end of Q1 2010

"This has the potential to be a true game changer for consumers, artists and brands. For the first time, consumers will have access to the majority of premium music videos being streamed online today all in just one click, while artists and brands will benefit from being connected like never before with their fans and the most sought after demographic on the Web. We're excited about the potential of the new service and we're looking forward to working with all of our new content providers, distributors and brands who want to take full advantage of this extraordinary opportunity." Said Mr. Doug Morris, Chairman & CEO of UMG/Co-Chairman & Founder of VEVO.

"VEVO brings together a combination of a premium music inventory, robust investment and media services management expertise on one platform," said H.E. Mohamed Khalaf Al Mazroui, Chairman of ADMC. "Being part of this unique partnership is simply the latest milestone in ADMC's strategy, which envisages a growing role for Abu Dhabi as a global hub for world class digital media."

"The launch of VEVO brings together some of the world's largest players in the media space in a truly historic partnership that we are delighted to be a part of," said Edward Borgerding, Chief Executive Officer of ADMC. "ADMC is committed to offering our audiences a diverse range of products and VEVO now forms an integral part of our fast expanding digital media portfolio."

Available free-of-charge to internet users, VEVO features the most extensive array of professionally-produced music videos, exclusive premieres, concerts and more anywhere on the Web from such market-leading companies as Universal Music Group, Sony Music Entertainment, EMI Music, Hollywood Records, Walt Disney Records, CBS Interactive Music Group, Big Machine Records, Concord Music Group, Lyric Street Records, ABKCO, Caroline Distribution, Fontana Distribution, INgrooves, IODA, RED and The Orchard, among many others. Videos on VEVO are at least twice the quality and resolution of those generally found online today, and unlike videos found elsewhere, a majority of videos on VEVO will feature integrated, synchronized lyrics.

Music fans will drive the VEVO experience through play-listing, commenting and social networking, as well as being able to purchase MP3s of their favorite songs through iTunes and Amazon. Soon they will also be able to purchase an extensive line of artist-related merchandise through a partnership with Bravado, the world's leading global entertainment merchandise company.

"Music video entertainment is a rapidly growing segment and participating in this partnership to launch VEVO is a reflection of our commitment to being part of the innovation that drives online entertainment," said Ricky Ghai, Executive Director of ADMC's Digital Group. "A potential rollout of a localized VEVO portal across the Middle East region will lead to a great destination for viewers, an important channel for Arabic music content, and a major step change in the on-demand media entertainment services offered regionally", added Ricky Ghai, ADMC's Executive Director, Digital Group.

VEVO also announced today a number of integrated marketing partnerships with leading companies including Colgate-Palmolive, Infiniti, MasterCard, McDonalds, Activision Blizzard, Amstel, Canon, Elizabeth Arden, MillerCoors (Peroni), Nikon, Sony, Stoli and Unilever (Dove, Axe) and more.

"The caliber of brand partners that we have launched with today is testament to the scope of the opportunity that VEVO represents," said Mr. Rio Caraeff, President & CEO of VEVO. "With immediate scalability and the capacity to strengthen brand loyalty through engaging and interactive programs, VEVO is uniquely positioned to deliver real value for its partners."

VEVO is launching at a time when Internet users and brands are embracing premium online video as never before. Most recently, comScore Video Metrix service showed that more than 167m U.S. Internet users watched online videos during the month of October, with 28bn videos viewed during the month alone, and 84.4% of the total U.S. Internet audience viewing online video. And research firm eMarketer estimates that video ad spending will likely rise to reach $2bn in 2011, up from $734m in 2008.

BrandIndex is an international tool which has revolutionised the way businesses can measure the health of their brand equity. This state of the art brand barometer, produced by YouGov Siraj, gathers the daily views of UAE and Saudi consumers online across 200 brands.

Last July the Top 10 UAE brands were announced by YouGov Siraj and the results provided the market with a new type of benchmark through which to measure brand health relative to consumer perception.

The biggest and most impressive mover is Emirates Airlines. Last quarter the brand was in fourth place. It moved up by 9.2 points in overall index score, leap-froging the technology companies to first place. Tech heavy-weights Nokia, Google and Sony jostled in the same spots as Emirates climbed its way up to the apex of BrandIndex, ousting Nokia off the throne. Aside from this remarkable change in the top 4 rankings, the remaining three brands maintained their positions relative to each other.

Further stability in positions was reflected by Toyota, Mercedes and Microsoft as they maintained their exact rankings. BMW and Mall of the Emirates swapped as they moved up and down in reverse position to each other, and the newcomer, Lexus, entered the charts in 10th place, marked by the dissapearance of Deira City Centre.

Vivek Wagle, Research Director at YouGov, says: "Witnessing shifts of this character through the lense of BrandIndex signals a new way to keep track of brands in the UAE. Media clippers, analysts, brand managers, and stakeholders are now in a position to track top brands like Emirates as they commit to high level marketing and advertising budgets."

Looking at the line-up, a third of brands belong to the automotive industry which is to be expected in such a car dominated city. In June two malls were among the the UAE's brand giants, where shopping is a key aspect to life, Mall of the Emirates and Deira City Centre. Now only Mall of the Emirates remains in the top ten.

BrandIndex scores are aggregates of 6 profile indicators designed to measure the health of brand equity. These indicators are General Impression, Quality, Value for Money, Corporate Reputation, Satisfaction, and likeliness to Recommend. A brand's level of exposure in the media, public eye, and word of mouth is rated through a separate indicator, labelled Buzz, which is excluded from the overall BrandIndex score.