MTV have announced a music download service called Urge that will also incorporate the "myspace" style community sections. Urge has the backing of Microsoft and will be inbuilt within future media players.
With its strong relationship with music buyers across the age groups, a download service is a strategy the entertainment company should have adopted much earlier. MTV is a trusted music-taste maker and users should respond well to MTV’s download suggestions. There isn’t any other player out there with such influential power on people’s music choice.
So, will iTunes remain the iconic, original service with MTV Urge the second place runner up using razzmatazz to get the kids to try it?
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