MTV Gets the URGE to Team With Microsoft
On Tuesday, MTV Networks announced that it had partnered with Microsoft to develop an online music service that will be called URGE. It will be integrated into the next version of the Windows Media Player, and will be launched in 2006. A statement issued by Microsoft and Viacom, MTV’s parent company, indicated that they plan to offer more than 2 million songs available individually or as part of a subscription package. Specific prices for URGE have not yet been revealed by MTV Networks.
Microsoft’s entrance into the digital music market has been a topic of speculation but has never been substantiated until now. Once again, they will be playing catch up, but with the substantive power of MTV’s brand and its reach they may make for some resilient competition. With over 70% of online music being purchased through Apple’s iTunes Music Store, it’s obvious that Microsoft and MTV have their work cut out for themselves. However, they can find encouragement in the fact that subscription-based online music services like Rhapsody and Napster have built sound followings over the past year.
The companies plan on promoting URGE through MTV, VH1, and CMT’s channels, as well as their respective Web sites. MTV also plans on using URGE to show exclusive programming bits from their shows along with original content that will be produced exclusively for the digital music service.
So, why did MTV refuse Apple’s hand and opt to partner with Microsoft? Van Toffler, MTV Networks Music Group president said that it was because they wanted to take advantage of the flexibility and far-reaching presence of Microsoft’s Windows Media Player, which comes along with the Windows operating system.
“With our new service, we will be able to satisfy music lovers’ urges for all things music,” said Van Toffler.
Many of the important details of this collaboration won’t be available until January, which is when the International Consumer Electronics Show takes place in Las Vegas.
Sources:
http://www.webpronews.com/topnews/
topnews/wpn-60-20051213MTVMicrosoft
CrankTheAmpsTo11.html
http://www.latimes.com/business/
custom/cotown/la-fi-micro14dec14,
0,960356.story?coll=la-tot-promo&
track=widget
http://www.nytimes.com/2005/12/14/
technology/14soft.html
