MTV Urge: Interview, Jason Hirschhorn, Chief Digital Officer, MTV Networks

It’s not easy to be effusive and try to lower expectations at the same time but that’s the position Jason Hirschhorn, chief digital officer of MTV Networks, is in as he talks about upcoming music service Urge. “This is really about the long haul; I wouldn’t expect us to be a leader off the mark,” he said when we talked late Tuesday afternoon, a message he repeated a few different ways. But MTV Networks clearly wants to make an impact with Urge, which will be offered in just about every variation imaginable: a la carte, subscription on demand, online radio, you name it.
“Our long-term focus will be around community. In early days, it will be around great programming, easy access to music, educating the user on subscriptions.” He thinks MTV can score where existing subscription services haven’t through 24/7 integration into MTV’s television networks and web sites — and by approaching it from an angle of what the service can do for users.

Devices/Compatability/interoperability: Hirschhorn wants “one or two devices we can have a really great music experience with รข

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