HMV is partnering with FilmFlex to launch hmvon-demand, a new on demand video service that will feature content from all the major US studios. The service is launching this week, and its success (or otherwise) will be keenly watched by analysts wanting to see how HMV can perform in the digital world.
HMV’s partner FilmFlex is backed by Sony Pictures Television and The Walt Disney Company, and offers rental services – including content from more than two dozen distributors – via a numbe of channels. The HMV service is expected to focus on PC rentals at first, but will subsequently expand.
On-demand video is becoming a crowded marketplace in the UK. As well as the likes of LoveFilm, there’s also the upcoming British launch of Netflix. It remains to be seen whether hmvon-demand can make much impact with so many big competitors to deal with.