MTV and Microsoft have announced that they will launch a music download service next year called URGE.
The service, which will be integrated into a forthcoming version of the Microsoft Windows Media Player will offer more than 2 million songs from the major labels and thousands of independents.
The two companies promise that the new service will cover all musical genres, from alt-country to zydeco. In addition to a broad catalogue of music choices, URGE will deliver exclusive MTV programming.
Upon its debut next year, URGE will be promoted through multiple venues, including the MTV, VH1 and Country Music Television channels.
According to the two companies, URGE has already gained early support from Clive Davis, North America chairman and CEO of Sony BMG; Lyor Cohen, chairman and CEO of Warner Music Group; and musical superstars Alicia Keys, Coldplay's Chris Martin, and Gretchen Wilson.
Additional details of the new service will be unveiled in January at the International Consumer Electronics Show in Las Vegas.
We will keep you posted.