MTV and Microsoft team up for new digital music service ‘URGE’

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 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


  1. 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.

  2. 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.

  3. I wonder if MTV will ban videos with iPods in them? I’ll bet they’ll still take Apple’s money for iPod commercials!

    They make it sound like they are going to introduce some new innovation. I suppose they might do something neat with some interface feature but that isn’t enough to unseat the iPod.

    I’ve got a number of windows friends that don’t yet have an MP3 player. They use WMA rather than iTunes. I try to get them to download iTunes but they somehow think they need an iPod before it makes sense.

  4. Microsoft and MTV must have money to burn…this will be a waste…and will be another big disaster of a failure for Microsoft and MTV …they both need a reality check…I love the quote ” …..expertise in Digital media….etc”…just made me bust out laughing…Microsoft and MTV must have been smoking crack together or something….what a joke !

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