Broadstream Communications this week announced that it has signed a deal with Music Choice to launch of Music Choice’s digital music channels on the Broadstream IP content distribution platform.

The agreement will put 40 channels of music, ranging from contemporary Christian to rap, on Broadstream’s IPTVConnect service.

The move comes at a time when digital music is moving from a mere option to a “must-have” for telco video providers, said Anthony Bontrager, president & CEO of Broadstream. Bontrager said most cable operators have included digital music channels as part of their basic digital tier.

“Our intent is to provide added diversity to our telcos,” he said.

As part of its agreement with Music Choice, Broadstream will manage and maintain the live programming streams from its Network Operations Center.

Broadstream also signed an agreement with Turner Broadcast Systems that made it the first content provider to have the rights to transmit all of Turner’s networks throughout the U.S.

Broadstream has been targeting mostly rural carriers with its platform. However, as the telco video market expands, the company is looking at a number of different models where it could act as a content distributor.

“We’re involved with a couple of RFPs for new aggregators who look at our solution as a way to add to their content,” Bontrager said. “They like the fact that there’s no building required for them and the time to market is now.”