Southern Media Corporation, China Telecom, BesTV and Hong Kong-based PCCW Limited launched a brand new music product called MOOV at a joint press conference in in Guangzhou on June 14.

MOOV is an online paid music service on IPTV, exclusively offered by Southern Media Corporation from PCCW in Guangdong province. By paying for the service, subscribers are able to enjoy music content legally through internet, mobile, cable and nowTV, the most popular subscription TV channel in Hong Kong.

The four companies have combined their resources to launch the first overseas paid music service in China. It is also the first time several global and domestic large scale content providers, including Universal Music, CU Media, EEGmusic and BBC Worldwide, have licensed music content to IPTV on China’s mainland.

Guangdong province MOOV IPTV subscribers will be able to order the service directly from home, with two payment options – monthly and prepaid – for access to HD-quality concert video footage and music videos.

One of MOOV’s most notable features is MOOV Live, powered by PCCW Limited. MOOV Live enables musicians to interact with their fans at concerts and live shows. Canto-Pop diva Joey Yung, who was present at the launch press conference, will inaugurate MOOV Live at her upcoming concert in China. As EEGmusic CEO noted, the interaction between musicians and their fans is irreplaceable, creating new business opportunities while building a balanced ecosystem for China’s music industry.