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A new music video platform allowing artists and fans to create their own TV channel for broadcast on the web has gone online in Ireland and the UK.

The ad-supported Muzu TV, which is currently in its beta launch, allows users to create a personalised music channel that can be shared on social networking sites while ensuring that the artists benefit from the venture.

Content owners can distribute their video online, protected by digital rights management technology, while generating income through the ad-supported model. Viewers, however, can access the service free of charge.

Record label Sony BMG has already signed up to the service, which will allow Irish and UK users to access its video library of artists including The Ting Tings, Foo Fighters, Kylie, Justin Timberlake and Beyonce.