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MTV Will Launch Music Service In 2006 With Assist From MSFT; Hopes Consumers Get Urge

Finally, MTV is moving ahead with Urge, its long-discussed digital music service. Microsoft is collaborating on the design and development of the service, described as an “immersive music experience” that will be integrated with an upcoming edition of Windows Media Player. From the press release: “The collaboration unites MTV Networks’ music DNA, marketing strengths and powerful MTV, VH1 and CMT brands with the technology leadership and consumer reach of Microsoft.” Press release.
Urge will offer more than 2 million songs from alt-country to zydeco; exclusive MTV Networks programming and other content will help differentiate it from other services. The companies are promising more details at CES; of course, we’ll see what we can find out before then.
The press release includes attaboys from across the music biz — BMG U.S.’s Clive Davis, Warner Music Group’s Lyor Cohen, Chris Martin of Coldplay, Alicia Keys.

Related: MTV To Launch “Urge” Music Service in 2006