MUMBAI: US media conglomerates News Corp and NBC Universal have announced the addition of Fuel TV, Oxygen, Speed, Sundance Channel and TV Guide as content patrners to their upcoming online video joint venture.

NBC Universal chief digital officer George Kliavkoff says, "Each of our new content partners has a reputation for creating premium entertainment experiences designed to fulfill television viewers’ more eclectic needs. We are delighted they have all agreed to contribute their compelling content to our venture, which will help ensure our ability to satisfy the more personalised demands of the growing number of Web video consumers."

Under the terms of its agreements with Fuel TV and Speed, the new venture will distribute both partners’ short-form content across its distribution network and will host their programming on its destination site. The venture’s distribution network currently includes some of the most-popular sites on the Web, including AOL, MSN, MySpace, Yahoo, Comcast and CNet.

Woemn‘s network Oxygen will contribute short-form content from its array of unconventional and original programming, initially including The Bad Girls Club, Fight Girls, 50 Funniest Women and Our Bodies, Myself.

Oxygen president of distribution Mary Murano says, “Oxygen is committed to making our content available on every platform that our audience is, and this is an excellent opportunity to do just that. Broadband is fast becoming the future of content distribution and it is important for Oxygen to be at the forefront. We are looking forward to a great partnership with some of the industry’s leading companies.”

The new venture will also distribute Sundance Channel programming, including full-length original series, exclusive webisodes, short films, original short-form content shot exclusively for the Web and clips from feature films and documentaries. Included in the offerings are selections from Sundance Channel’s new weekly environmental block, The Green, featuring all 13 episodes from the original series Big Ideas for a Small Planet as well as short form series Ecoists and Eco Biz along with original webisodes exploring each week’s eco theme hosted by Simran Sethi. All six episodes of Sundance Channel’s series One Punk Under God, looking at alternative Christian minister Jay Bakker, will also be offered.

Sundance Channel’s president and CEO Larry Aidem noted, “Sundance Channel’s participation in this venture underscores our strategy and efforts to expand the reach of Sundance Channel content beyond the linear network to a thriving audience seeking our content across multiple platforms.”

In addition to distributing content from TV Guide Broadband, an advertising-supported video service offering programming about the world of television and entertainment, across all its distribution partner sites, the venture’s destination site will offer fresh and entertaining short-form video content from TV Guide Broadband, including: TV Guide’s recommendations for the best shows, movies and music on television; interviews with top celebrities; behind-the-scenes from the hottest TV shows; and highlights from TV Guide Network’s original programming.