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Vistors to MTV's URGE website are greeted with the above message
MTV joins RealNetworks and Verizon Wireless to form Rhapsody America

Microsoft and MTV Networks launched the URGE online music service last May to little enthusiasm from the online community. URGE was built directly into Microsoft's Windows Media Player 11 software and offered users the ability to download tracks at a cost of 99 cents apiece or through a monthly subscription service priced at $9.95 ($15.95 monthly for the ability to download songs to a PC and transfer songs to a media player).

With Microsoft pouring a lot of resources and attention into its Zune music player and accompanying Zune Marketplace, the URGE service has been largely neglected for the past year.

As a result, MTV Networks is closing down URGE to embark on a new venture. RealNetworks, MTV Networks and Verizon Wireless announced today that they have created a new company to "create a single, integrated digital music experience that consumers can access via their PC, portable music device or mobile phone."

The new company is called Rhapsody America and combines the best parts of RealNetworks' Rhapsody with MTV's URGE to form a newly invigorated Rhapsody music service -- Verizon Wireless' V CAST will serve as the mobile wing of Rhapsody.

"With RealNetworks and Verizon Wireless, we’re creating a unique and engaging experience that also reflects our own strategy of allowing fans to go narrow and deep into the musical genres they love," said MTV Networks chairman and CEO Judy McGrath. "Any time we can partner with industry leaders like this to create a new music proposition, everyone wins, especially the audience."

Rhapsody is no doubt going full steam ahead in its assault on the market-dominant iTunes Store. Apple serves its full range of iPod media players and iPhone with the service as well as Mac and PC users that listen/view content on their computers.

The new Rhapsody service, however, looks to reach a much broader audience with the inclusion of V CAST integration. "Together, our three companies will provide a new, unbeatable digital music experience that will give every consumer a way to get music quickly and easily -- whether sitting in front of a computer screen or on-the-go with a mobile device," said Verizon executive vice president and chief marketing officer John Stratton.

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By Staples on 8/21/2007 6:54:39 PM , Rating: 1
We see how well MSN Music has done and now we see how the Zune store is doing so terrible. Why would anyone in their right mind partner with MS for selling music? Licensing their DRM is where it should stop. That part has been successful but their selling of music has been nothing but a failure.

By sdsdv10 on 8/21/2007 9:50:09 PM , Rating: 2
Licensing their DRM is where it should stop. That part has been successful...

Yeah, Plays4Sure that was a big success :P

I'm not an MS hater, but they have pretty much screwed everyone who worked with them in digital music arena.

By Christopher1 on 8/22/2007 1:32:11 AM , Rating: 2
They shouldn't even license Microsoft's DRM. Microsoft's "PlaysforSure" DRM scheme has been debunked as "Doesn'tPlayforSure!"

It's time for DRM to go bye-bye, and for the corporations to realize that all that money they are spending on DRM is being WASTED in the most egregious fashion, because all DRM's have been cracked.

"Google fired a shot heard 'round the world, and now a second American company has answered the call to defend the rights of the Chinese people." -- Rep. Christopher H. Smith (R-N.J.)

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