Digital music service Music Choice is turning up the volume by launching music videos on demand. Comcast is the 1st MSO to sign. Later this month, the MSO will roll out hundreds of music videos to all its VOD systems. [MTV also makes a limited number of music videos available on demand through a VOD deal with Comcast.] In addition, Comcast is exploring other interactive opportunities with Music Choice, and soon plans to test (reportedly in Richmond, VA,) an enhancement that would allow thousands of music videos to be accessed through Music Choice’s linear audio channels. It would work like this: Every Music Choice digital cable audio channel would feature a video button that viewers could click with their remotes. They could then select from a variety of music videos listed by artist and genre-choosing to watch either 1 video or build a play list of videos that would run in the order requested. This service would be free to consumers through Music Choice’s broadband service, which is exclusive to cable and free to cable subs. — There’s More: Another feature will allow Music Choice viewers to select "Music Choice TV" with their remotes for a selection of exclusive long-form shows, including concerts, interviews and other performances. — The move to offer more music is timely as it comes just 1 week after Time Warner Cable revealed AOL VOD music channel My Music Channel and HBO SVOD are its most popular on demand services. My Music Channel is only offered on TW systems, but it’s in talks with other MSOs. AOL’s channel was created primarily to help drive traffic to AOL for Broadband. — Music Choice’s enhanced music video offering will feature 10-15-second streaming video ads on its TV and broadband services. The lure for advertisers will be the ability to capture a targeted audience. For example, someone who just watched an "Usher" music video is likely to be female and younger than 25. — Create Your Own: Music Choice’s customizable "My Music Choice" audio service will also now feature music videos. Along with being able to create audio channels with a mix of preferred music, consumers will be able to create similar video customizable channels. My Music Choice launched earlier this year in Mediacom’s Moline, IL, system with audio-only channels. 2/3s of Mediacom subs surveyed said they had used the service, with 25% of the system’s digital HHs using it at least 4 times/week, Music Choice said.