Dec. 13, 2005 — MTV Networks, a division of Viacom, Inc., and Microsoft Corp. today announced that they have collaborated on the design and development of MTV Networks’ forthcoming digital music service called URGE. Set to debut in 2006, URGE will provide an immersive music experience and will be integrated into a forthcoming version of the 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.
URGE will offer rich entertainment programming and innovative tools designed to guide musical discovery and connect fans to the artists and music they love. Offering more than 2 million songs from the major labels and thousands of independents, URGE will encompass all musical genres, from alt-country to zydeco. In addition to a broad catalogue of music choices, URGE will deliver a deep well of exclusive MTV Networks programming and original, hand-crafted content.
The rest of the press release is filled with some truly remarkable PR-speak, but details are few and far between. The punchline seems to be:
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 U.S. viewers, 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.
CES is Jan. 5-8 in Las Vegas.