MTV gets the Urge

By Steve Malone

Posted on 16 May 2006 at 10:57

Music channel MTV is to launch its own music downloads site tomorrow called Urge. The service is the company's long awaited move into online music retailing and is underpinned by Microsoft technology.

The service, which was announced in December 2005 will start with a library of some two million tunes available in copy-protected WMA format. The launch of the service will coincide with the beta release of Windows Media Player 11, although WMP 11 will not be required to access Urge.

According to reports, the Urge will operate a subscription service and will charge $9.95 a month for unlimited access and downloads from the music library to their computer. Anyone who wants to transfer the music to a portable player will be charged $14.95 per month. As with any of the music subscriptions services, if you fail to make your monthly payment the tunes cease to play. Alternatively, subscribers can simply pay 99 cents per track that does not expire.

The service will also feature 550 pre-programmed play lists categorised by mood or types of music, as well as 130 Web radio stations.

MTV is hoping that its brand recognition and tie-ins with live music broadcasts and other shows on its TV channels will bring in the punters and set it apart from the host of other music downloads services currently available.