The new version of the Windows Media Player being developed for MTV’s Urge will also be the next major iteration of the player. Kevin Unangst, director of Windows Digital Media, explained during an interview: “Historically in this space, we typically make a great platform and make the technology available for partners to come in and build their own … We saw what MTV’s vision was and knew we had an opportunity to help them realize it. You will see a dramatically improved and unique experience built unto Windows Media Player like nothing else that’s out there.”
Both Microsoft and MTV are holding back on most details until CES in early January. Some clues: it will be compatible with PlaysForSure devices, shouldn’t disable the ability to use music downloaded with the current version and will be cross-platform. Social elements will be included.
Unangst said the technology, which is not exclusive, will be used first by Urge but eventually will be available to others. He didn’t want to call it Windows Media Player 11, saying instead, “Assume that the next release of the Windows Media Player in whatever form that might take, that we have literally jointly developed what that experience will be like.”
He stressed that the development partnership doesn’t include agreements with other parts of Microsoft. For instance, (my example), if Urge were to become the official or preferred Xbox music service, that would be a separate deal. But Unangst talked about the shared vision the two companies have of media that moves from PC to living room to phone to portable devices: “This is a fantastic place for MTV and Microsoft to start realizing that vision.”
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