Astral Media Inc. announced Wednesday the launch of an on-demand music and music video streaming service. Astral is the first Canadian radio broadcaster in the country to offer the on-demand service, a release said. Music and music videos will be accessible online and on mobile devices. An on-demand player will include social media connections in addition to exclusive music and video content, the company said. The agreement for the on-demand player was made between Astral Radio and four main music labels, Astral said. "In addition to extending the experience with their favourite radio brand online, Astral Radio's on-demand player will offer advertisers new business opportunities via the multiplatform offer from Astral Radio, which already includes radio, web and mobility," Mario Cecchini, senior vice-president of sales and marketing, said in a statement. The service is now available online from Astral, Virgin Radio or NRJ radio stations and will be available on mobile devices in the spring, the company said.