In another sign of its commitment to building content strength, Comcast unveiled an exclusive video-on-demand partnership with country singer Taylor Swift on Wednesday -- a day ahead of a likely announcement of a deal that would give the cable giant a 51 percent stake in NBC Universal.
Comcast said the deal with Swift will give its customers the first and only dedicated VOD content collection for fans of the star, including music videos such as You Belong With Me and Love Story, featuring behind-the-scenes clips.
Taylor Swift is hugely popular on-demand, consistently having the top-performing music videos on the service, said Derek Harrar, senior vice president and general manager of video and entertainment services for Comcast.
Music is one of the most popular categories of Comcast's on-demand programing, with 50 million to 60 million views every month, according to the company. Just like its push for new-release movies and TV shows, Comcast's growing music lineup and partnerships are part of Project Infinity, the cable operator's commitment to delivering increasing amounts of quality content across such key areas as sports, movies, hit TV shows and kids' programs.