"People who go to TommyTV and spontaneously want to get a pair of Tommy jeans will be able to do it," said Gehring.
For Sony BMG, the launch marks an experiment in the art of 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.
Online music purchasing marked a symbolic milestone when announced last week that its iTunes music store had surpassed to become the largest U.S. music retailer.
"We are in a moment of transition moving away from the record model to music and entertainment," Sony BMG Chief Executive Maarten Steinkam said, adding that he hoped to discover bright young things through TommyTV.