MTV gets Music Service URGE

Urge.com still reads 'Coming Soon', but MTV appears to be the latest entrant in the already crowded online music space with its new service URGE. On launch, MTV is expected to have 2 million songs. What makes URGE more likely to succeed than other music services competing against the iTunes juggernaut? MTV is planning a Disney-like approach to promotion, driving music sales on the service from programming on MTV, VH1 and CMT. Microsoft is listed as a partner in the venture, but it's unclear what their role will be beyond providing DRM technology for managing music downloads. More details on that are likely to emerge at CES in January 2006. No word yet on whether the service is per download or an all-you-can-eat service like Napter and Yahoo.

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