Trying to counterattack the iPod+iTunes couple, Microsoft will launch in partnership with MTV a new digital music service called URGE. The service, which is set to debut in 2006 will be integrated into Windows Media Player 11, the upcoming version of Microsoft’s Media Player and feature content from MTV, VH1 and CMT, as well as over 2 million songs from major labels and thousands of independents.
URGE will encompass all musical genres, from alt-country to zydeco. In addition to a broad catalogue of music choices, URGE will deliver a deep well of exclusive MTV Networks programming and original, hand-crafted content.
URGE has already garnered support from Clive Davis, Chairman and CEO BMG U.S., Lyor Cohen, Chairman and CEO of U.S. Recorded Music for Warner Music Group, and musical superstars Alicia Keys, Coldplay's Chris Martin, and Gretchen Wilson.
Upon its debut next year, URGE will be promoted through multiple venues, including the MTV, VH1 and CMT channels, which on average collectively reach more than 165 million viewers U.S., as well as through the respective brands' Web sites and Urge.com. According to the press release, additional details of the new service will be unveiled in January at the International Consumer Electronics Show in Las Vegas.
As you might remember, for Microsoft and MTV it is not the first love story. Xbox 360 was unveiled at a special MTV show, just a few days before this year E3 Expo.
Source: playfuls.com
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