Press Release:
MTV Networks, a division of Viacom Inc. and Microsoft Corp. today announced they have collaborated on the design and development of MTV Networks’ new digital music service called URGE. Set to debut domestically in 2006, URGE will provide an immersive music experience and will be integrated into a forthcoming version of Microsoft Windows Media Player. The collaboration unites MTV Networks’ music DNA, marketing strengths and powerful MTV, VH1 and CMT brands with the technology leadership and consumer reach of Microsoft.
URGE will offer rich entertainment programming and innovative tools designed to guide musical discovery and connect fans to the artists and music they love. Offering more than 2 million songs from the 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 garnered early 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.
“We live to connect artists and fans in the most imaginative ways possible,” said Van Toffler, MTV Networks Music Group President. “With our new service, we will be able to satisfy music lovers’ urges for all things music. In many ways, URGE will serve as a ‘psychic concierge,’ introducing fans to new artists and helping them to develop a deeper connection to old favorites.”
“By combining our expertise in digital media with the music leadership and marketing savvy of MTV Networks, we have created a powerful and unique way to experience music,” said Blair Westlake, Corporate Vice President of Media Technology and Convergence at Microsoft. “This landmark collaboration will bring innovative new experiences to millions of music fans.”
“As with everything we do at MTV Networks, every element of URGE is being developed with our audience in mind,” said Jason Hirschhorn, MTV Networks’ Chief Digital Officer. “Beyond providing a simple transactional service, URGE will provide a musical playground where fans can explore, customize, discover and download new music.”
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. Additional details of the new service will be unveiled in January at the International Consumer Electronics Show in Las Vegas.
Another Windows-only music service that sells music in a format that’s incompatible with Apple’s iPod (unless you burn a disc and import into iTunes)?
A WMA-based, Windows-only, iPod-incompatible two million+ song library doesn’t trump the market-dominating iTunes Music Store’s two million+ song library that integrates seamlessly with the market-dominating iPod and also happens to offer major TV shows and thousands of music videos. Speaking of music videos, does MTV even run them anymore? You want to see your favorite artists’ music videos? That’s right, you just pop into iTunes Music Store.
iPod is the key and MTV and Microsoft don’t have it, no matter how much marketing they put behind URGE. Too little, too late, Microsoft. For the health of Real’s Rob Glaser, however, hopefully the defib was charged up and nearby when he heard about this. It sounds like Real’s new partner Microsoft wants to finish them off once and for all.
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Related article:
MTV: URGE music service with Microsoft not targeting iPod, iTunes users; Real may be hurt by deal – December 13, 2005
“”By combining our expertise in digital media with the music leadership and marketing savvy of MTV Networks, we have created a powerful and unique way to experience music,” said Blair Westlake, Corporate Vice President of Media Technology and Convergence at Microsoft. “This landmark collaboration will bring innovative new experiences to millions of music fans.”
Gives me an URGE to buy more iTunes that work on 80% of the world’s music players, not WMP files that work on the other 20%
MTV is trying to remain relevant by…. hitching its wagon to Bill Gates????
Does any one actually use Windows Media Player for mp3s? Just curious.
“URGE will be promoted through multiple venues, including the MTV, VH1 and CMT channels, …”
Found a small error in the report. The above quoted text actually should read;
“URGE will be promoted through multiple viruses, including the MTV, VH1 and CMT channels, …”
FYI
This should stimulate the urge the purge
Good try but it ain’t gonna work.
Yikes. This could be a true challenge to iTunes. MTV is a strong brand and has partnered with Microsoft before (their OVERDRIVE service and the Xbox 360 preview show on MTV).
Wonder how Real and Napster are feeling right now?
Like a doomed rat searching every corner of its cage for a way out, Microsoft is scurrying everywhere trying to find the magical deal that will make its media efforts relevant.
I’ve got the urge to throw a chair.
I feel the URGE to watch another train wreck slash failed music service appear and bow to iTunes.
Why dont they get it, its Apple technology that makes the difference here.
GEEZ !!!!!
This will be absolutely no challenge to iTunes. As long as iPods continue to hold an 80% marketshare anyway.
Don’t LAY me out for saying this, but I think MS and MTV could be on to something here.
The only way to unseat Apple and compete is to do it with content. As long as iTunes has the most content, there is no reason not to shop there. If content becomes so compelling that people want to buy it for their computers, they will want to take it with them and look for an Apple alternative.
However, the proof will be in the demand for these 2M tracks Urge will offer.
Maybe almost definitely an iPod/iTMS killer ;- { M$ may have finally gotten into bed with the right partners. I don’t know why Apple didn’t go the MTV route.
Windoze heads should be rejoicing that someone other than BG is going to use their crappy WMP and associated formats. What a pantload. Let’s just hope the lemmings don’t overcome the inertia…
One thing I have always like about Apple is that a majority of their announcements are for products that are currently or very nearly shipping. This announcement is possibly a year off. It will make people excited for it now and by the time it actually gets here, it will be very old news. The announcements for Apple’s music/TV downloads and the iPod are made the day they come out, not a year ahead of time to make them sound like they are innovating. Announcements like this irritate me. Very few of Microsofts announcements are for currently shipping products – this is why the industry is always comparing Apple’s currently shipping products to Microsofts future products.
I do notice some people using Windows Media Player for there mp3s. They are usually people who are just casual music-fans and not terribly discriminating.
Scorp_56:
I wouldn’t worry too much for Apple on this one. Before something can knock the iPod/iTunes combo off the throne – scratch that – put any pressure on the iPod/iTunes combo it has to work better than said combo. Anything in Msoft’s latest efforts indicate they can do better? Didn’t think so.
The press release is pushing marketing advantages as if that’s all one needs to succeed. So clueless it hurts.
…In many ways, URGE will serve as a ‘psychic concierge,’…
’nuff said
What do you know MTV still exists.
I think this partnership is going to be huge flop.
Good luck MS you are going to need it.
>>nother Windows-only music service that sells music in a format that’s incompatible with Apple’s iPod (unless you burn a disc and import into iTunes)?
No shit MDN! About time Apple opened up their closed-source format!
Vaporware – the old MS-strategy.
Another music digital service. So why whine and moan again Apple.
I woke up this morning, feeling sort of depressed — Like Alexander the Great must have felt when he found he had no more worlds to conquer, or like Florence Ballard once she realized that Diana Ross had taken over the Supremes.
Then I read this snippet of the press release: “…will be integrated into a forthcoming version of Microsoft Windows Media Player.”
Suddenly, my life has meaning, and I’m once again relevant! Somebody, get me a phone and Alberto Gonzales’ phone number! It’s time to get back to work!!
If the portable player ain’t cool the kids wont go for it. So far, apart from the iPod they all pretty much suck.
Why are you people complaining about Apple closed-source format. They have a right to market their products they way they like. They owe you whiners nothing. Even my 12 year daugher doesn’t complain about putting her music on her music player like you babies.
Two companies that produce products that lack quality, taste and class. They deserve each other.
Once Cable companies begin to offer a la cart channel selection and “family friendly” packages, MTV will be treading water for its life.
MTV has something to do with Music? That’s news to me.
Every time i turn on MTV i get-
1) crappy shows that try real hard to be softporn
2) Commercials
3) The occasional video squeezed between #1 & 2.