Some betas can sneak onto the scene. That’s not the case with MTV Networks’ Urge, scheduled to move into public beta Wednesday along with the latest version of Microsoft’s Windows Media Player. The player and the music service are entwined inextricably, the result of a development partnership between the two companies. MTV is betting that integration with WMP11 and special status as the preferred player — competing music services will be in a “mall” — and excluding users of Macs that aren’t equipped with Intel and Boot Camp will be worth it. In terms of sheer numbers, they’re probably right.
Add to that the power of launching the first music service that will have full on-air, broadband and mobile support from multiple established brands. Urge is the umbrella music service for MTV, VH1 and CMT and by the end of the year it should be hard to know where the networks begin and the music service ends.
While lots of noise will be made over the next few days between the PR campaign, reviews and the Microsoft connection, the full media campaign is months away — late summer/4th quarter. It will feature total integration with MTVN, standalone promo campaigns in store, shipping the
software with devices, and more.
Also in their favor: the ability to offer a two-week free trial sans credit card with full access. At some point, they may find a way to offer a free play or two to music shared by Urge subscribers with non-Urge subscribers.
The pricing won’t distinguish it but it shouldn’t keep people away: 99 cents a track, $9.95 monthly for download subscription, $14.95 monthly for the portable subscription. Annual subscriptions include two months free.
None of this is to suggest Urge is a slam dunk. For one, it has to survive being part of a Microsoft launch, especially any guilt by association if there’s a major glitch. It has to survive itself, too — no matter how many times you say beta, once people pay for a service they expect it to deliver.
More on how it works it in our “first look” post. Meanwhile, some more screenshots here.
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