Earlier this week, MTV unveiled its anticipated music download service, URGE. URGE works alongside Microsoft’s Windows Media Player 11 and incorporates the vast array of content that MTV has access to. The service was a result of a partnership between MTV and Microsoft to create a unified and integrated user experience.

“When we first set out to design URGE, our goal was to create an immersive experience that surrounded fans in all things music,” said Van Toffler, president of MTV Networks Music/Logo/Films Group. “URGE distinguishes itself through handcrafted programming, innovative music discovery features and unique integration with Windows Media Player 11. It’s an important pillar of MTV Networks’ overall digital strategy, and as our audience continues to embrace digital music delivery, URGE will serve as a vital vehicle to connect fans with all the music they love.”

“We wanted to create a media player that delivers the most powerful features in a program that is intuitive and fun to use,” said Mike Sievert, corporate vice president of Windows Client Marketing at Microsoft. “So in designing Windows Media Player 11, we incorporated a significant amount of feedback from music fans and worked hand in hand with MTV Networks. As a result, Windows Media Player 11 truly revolutionizes the way we enjoy music and provides a test drive of the breakthrough entertainment capabilities people will experience in the forthcoming Windows Vista operating system.”

URGE is available only on the Microsoft Windows platform and is not compatible with Apple’s iPod mp3 player. In addition, the service is available in subscription format for $9.95/month (or $99/year) or users can purchase single songs for $0.99.

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