MTV, Microsoft Crank The Amps To 11

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A digital music service from MTV called URGE launches in 2006, and Microsoft will integrate URGE into a new version of the Windows Media Player.

Microsoft and MTV are building a digital music service; Microsoft’s entry into the field has been speculated upon occasionally, but until now had not been confirmed. Many of the more salient details won’t be available until January’s International Consumer Electronics Show in Las Vegas.

Music covering a variety of genres (“from alt-country to zydeco”) will be part of the URGE offering. A statement from Microsoft and MTV’s parent Viacom said they plan to offer more than 2 million songs from both major labels and independents.

“In many ways, URGE will serve as a psychic concierge’,” 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.”

Some of that satisfaction may come from other MTV productions. URGE will be a vehicle for various exclusive programming bits from MTV and original content created specifically for the digital music service.

David Utter is a staff writer for WebProNews covering technology and business.

MTV, Microsoft Crank The Amps To 11
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