Apple Inc. is bringing music videos from Vevo LLC to Apple TV, as the iPhone maker adds programming for its $100 Internet-connected set-top box, said people familiar with the plans.

Vevo, which is owned by major music labels including Sony Corp.’s Sony Music Entertainment, will introduce an application on the Apple TV box in the coming weeks that will feature on-demand music videos as well as other programming, said the people, who asked not to be named because the deal hasn’t been made public.

Apple is speeding up the pace of adding new content to its set-top box. The Cupertino, Calif.-based company announced new programming deals with Time Warner Inc.’s HBO and Walt Disney Co.’s ESPN in June, and is also in talks to add an app available with live broadcasting for subscribers of Time Warner Cable Inc., people familiar with the plans have said. Programming from iTunes, Netflix Inc. and Hulu LLC has long been available on Apple TV, which was unveiled in 2007.

Vevo will also be available through Samsung Electronics Co. televisions, said one of the people familiar with the plans.

AdAge and The Wall Street Journal earlier reported the Apple-Vevo deal, and The Wall Street Journal said yesterday that Vevo will be available through Samsung televisions.

Jennifer Press, a spokeswoman for Vevo, declined to comment. Trudy Muller, a spokeswoman for Apple, and Adam Yates, a spokesman for Samsung, didn’t respond to requests for comment.

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For Vevo, making its music videos available on TV sets is a way to expand beyond YouTube, the Google Inc. online video service.

Google and Vevo have been partners since 2009, when Vevo began as a new way for record labels to make money from the popularity of watching music videos online. Under that arrangement, Vevo shares advertising revenue with YouTube when its videos are shown through the Google service.

Vevo is already available on Roku players and through apps for Apple’s iPhone and iPad, as well as Android-based devices.