MTV and Microsoft get Urge to battle Apple iTunes

Posted on May 15, 2006 

MTV and Microsoft get Urge to battle Apple iTunes

Apple finally looks like getting some real competition in the online music business with the announced entry of a collaboration between cable entertainment group MTV and Microsoft. A beta version of a new online offering called Urge will debut on Wednesday and will be integrated with the latest version of Microsoft’s Windows Media Player, which can be downloaded.

The pricing model of Urge will borrow from both Apple iTunes and the monthly subscriptions offered by services such as Napster, the company that started the music download revolution. Like Napster, Urge will enable users to download songs to computers and MP3 players for a monthly subscription of $9.95 and $14.95 respectively.

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