MTV Networks on announced that it will launch a digital music service, which would be integrated into the forthcoming Windows Media Player 11 and feature content from MTV, VH1 and CMT, as well as over 2 million songs from major labels and thousands of independents.
Called URGE, the service is set to debut in 2006. MTV plans to offer content in a variety of genres, and has garnered support from executives of the major labels in addition to music superstars like Alicia Keys, Coldplay's Chris Martin, and Gretchen Wilson.
As with everything we do at MTV Networks, every element of URGE will be developed with our audience in mind," MTV Networks chief digital officer Jason Hirschhorn said. "Beyond providing a simple transactional service, URGE will provide a musical playground where fans can experiment, customize, discover and download new music."
It's not immediately clear if the new service would be an a la carte music store or subscription offer like Napster To Go and Yahoo! Music Unlimited.
Blair Westlake, Microsoft's vice president of Media/Entertainment and Technology Convergence, called the partnership between Microsoft and MTV a "landmark collaboration.""By combining our expertise in digital media with the music leadership and marketing savvy of MTV Networks, we have created a powerful and unique way to experience music," he said.
The service will be promoted through the MTV Networks television and Web site properties, and through a new site at URGE.com. The Web site as of noon Tuesday just showed the service logo with the words "coming soon" below it.
MTV said it would make additional announcements about URGE at the Consumer Electronics Show in Las Vegas in January.
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MTV Joins Microsoft for Music Service
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