Marlowe writes "MTV's once-ballyhooed partnership with Microsoft appears to be all but dead. MTV is teaming up with RealNetworks to form Rhapsody America, with Verizon handling wireless distribution. It's a big blow to Microsoft, too. 'With the creation of Rhapsody America, the writing is on the wall for MTV and Microsoft's Urge music store partnership. Although the Microsoft-MTV marriage was announced with great fanfare, it was likely headed for divorce court right from the start due to Microsoft's plans to turn PlaysForSure into a second-class citizen with the launch of the Zune — and its self-contained music ecosystem.' When asked about the future of Urge, MTV Music Group President Toffler was terse. 'We are in discussions with Microsoft now and will be on Windows Media Player 11 until further notice,' he said. While the Urge brand will ultimately disappear, Toffler said that 'a lot' of Urge's elements will live on in Rhapsody America."
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MTV Bails on Microsoft's URGE Store
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