Double win for MCM Media’s Digital Entertainment Network. mcm entertainment group ltd

Posted by Lucy Halliday On October 14, 2011

October 14, 2010 – MCM Media’s online proprietary music video streaming service Digital Entertainment Network (DEN) has signed two new media distribution partnerships with Channel [V] and

Under the terms of each partnership the DEN will provide a huge catalogue of advertiser-funded music videos and original entertainment content, free to stream and on demand, from within each partner’s web sites.

Launched in July 2009, the DEN is a high-quality music audio and video player that is distributed across some of the nation’s leading entertainment sites, plus MCM Media’s own sites, and, and is already delivering 5.3 million streams per month. (source: movideo analytics)

The DEN is a totally unique digital media product thanks to its partnership with the four major record labels – Universal Music, Sony Music, Warner Music and EMI. It’s the world’s largest catalogue of legal high-quality free-to-stream music videos, with over 7,000 videos now available on demand.

“We’re thrilled to have Channel [V] and on board the DEN. As the popularity of music video streaming continues to grow in Australia, the DEN is evolving to meet that demand. We look forward to working closely with our new partners in growing their online audiences through music”, said MCM Media CEO Simon Joyce.

MCM Media Commercial Director – Digital, Andrew Cordwell added: “This is terrific news for our advertisers. With increased distribution, clients have greater access to music and entertainment fans from around the country via the premium, low-clutter, interactive video advertising platform for which the DEN is renowned.”

Since its launch, the DEN has signed several significant partnerships including ninemsn,, The Daily Telegraph, APN’s regional web sites and Yahoo!7.

The DEN’s rapid growth over the past 12 months demonstrates the insatiable appetite of Australian consumers for popular music and entertainment content on a high quality platform. The DEN saw an increase in monthly video streams of 39 per cent, or 651,000, over the last three months and a massive 64 million total audio and video streams in the year to August 31, 2010. In addition, unique browsers have increased by 33 per cent to 377,185 in the year to September 30, 2010. (Source: Netratings Site Census Sept 2009 to Sept 2010)

Importantly for advertisers and publishers alike, the DEN creates an engaging environment, based on Australians’ passion for music. The average session duration on a DEN site is currently 10 minutes 25 seconds, which is ABA audited. (Source: Nielsen Netratings Site Census Sept 2010)

Some of MCM Media’s biggest national clients have successfully utilised the DEN. For example, the Lynx Lodge campaign for Unilever employed the DEN as a substitute for TV for selected executions of their TVC, enabling them to target male-skewed music genres across a huge network of entertainment sites.


About mcm entertainment group limited
mcm entertainment group was founded in 1983 and today is one of Australia’s most progressive media entertainment, digital solution and new media technical innovation organisations. The company currently has three operating subsidiaries within the group housing three separate businesses with diversified products and revenues. The common DNA across the group is innovation – mcm thrives on innovation, delivering accountable results and value for clients, be they advertisers, broadcasters, new media networks, companies seeking digital solutions or technology driven business looking for that illusive edge. Floated on the Australian Stock Exchange in 2007, the group trades under the ASX code MEG. Its three subsidiaries are MCM Media, igloo digital and movideo.

about MCM Media
MCM Media produces entertainment and lifestyle related radio, online, TV and mobile content for broadcasters. Utilising this content, MCM Media delivers innovative marketing solutions to their advertising clients. MCM Media is renowned for its nationally syndicated radio brands including Take 40 Australia®, The Hot Hits® Live from LA, My Generation®, The Jono & Dano Show and Better Homes and Gardens® Radio Show. MCM Media also publishes several of the nation’s top rating music entertainment websites, including, and The Company has developed and produced several television series, including Live at The Chapel® and Take 40 Live Lounge® and is a growing supplier of online audio and audio visual entertainment content.

Lucy Halliday