MTV Gets An Urge

MTV is moving ever-closer to launching its highly-anticipated Urge music store and destination. Executives have been pointing to an unveiling this quarter, and the company has now scheduled a private preview for top members of the media. The invitation first surfaced Monday morning, and Digital Music News will be on hand to preview the service late next week in Santa Monica, CA. Urge will be tightly wrapped within the Windows Media Player (WMP) 11, expected to be pushed as part of the Vista operating system from Microsoft.

Urge will carry approximately 2 million tracks, along with a healthy dose of content from various MTV Networks channels and properties. Meanwhile, the WMP upgrade is expected to deliver enhanced search and organization capabilities for music collections, along with other improvements. Meanwhile, Vista is slated for launch next year, though a Windows XP version is expected to be launched by June. Exact timetables will probably be clarified next week. MTV Networks Music Group president Van Toffler, chief digital officer Jason Hirschhorn, and Microsoft product unit manager for the Windows Media Player, Geoff Harris, will deliver the product preview.

The Future: MTV is way late to the online music store game, but the Urge Service will do quite well. By exposing their built-in audience to their unique cross-media marketing proposition, they well the first company to successfully leverage their content.

Author: FutureMusic

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