Merging fashion, music and marketing, Tommy Hilfiger and Sony BMG have jointly launched TommyTV, featuring live performances by both established and new artists, a talent contest, interviews and backstage footage. And, oh yeah, a link to Tommy Hilfiger's ecommerce store.

Tommy Hilfiger Chief Executive Fred Gehring told Reuters reporters that the site is intended as a marketing initiative to build its brand and would not be selling anything directly. But -- "People who go to TommyTV and spontaneously want to get a pair of Tommy jeans will be able to do it," via the link to Tommy.com, said Gehring.

Hilfiger and Sony are also discussing the possibility of charging for downloads in the future.

For Sony BMG, the site is an experiment in online music marketing. Global music sales fell around 10 percent in 2007 and the industry estimates that only one in 20 of the tracks downloaded was licensed, costing the industry potentially billions of dollars.

"We are in a moment of transition moving away from the record model to music and entertainment," Sony BMG Chief Executive Maarten Steinkam told Reuters, adding that he hoped to discover bright young things through TommyTV.