MTV, Microsoft URGE You To Listen

MTV Networks has announced a new Digital Music Service called URGE in collaboration with Microsoft Corp. The URGE digital music download service will debut early 2006, 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.

"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 Urge.com.  Additional details of the new service will be unveiled in January at the International Consumer Electronics Show in Las Vegas.