MTV and Microsoft have announced a joint partnership for an online music
service, featuring technology supplied by Microsoft through a new version of Media Player. Yet details are few, other than empty sound bites like this: "We will be the preferred service".
What we do know is, it will be tightly integrated into the new version of Windows Media Player and of course, will not be compatible with Apples iTunes. Initially, they intend to offer tiered, a-la-carte and subscription purchases. However, pricing models for the content is not being mentioned at this point. They do have over 2 million songs for download from major labels and independents, even original content and MTV Networks programs.
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IPods represent around 75 percent of the digital player market, and Apple's iTunes Music Store accounts for around 80 percent of the licensed music download market, said Phil Leigh, a digital music analyst with Inside Digital Media. The MTV brand could help spark interest in non-iPod players, Leigh said. Hirschhorn said URGE's focus will not be iPod users. "We think the iPod has done a great job. Our aim is not to switch people from iTunes and the iPod," he said. "We need to concentrate on where there's going to be a bigger market." Still, the network will have to do a better job than other music services to sell consumers on the upside of subscription services. "At the end of the day, the iPod drives sales to the iTunes Music Store," Gartenberg said. "It didn't happen the other way around." |
We have to wonder what this "bigger market" is that Jason Hirschhorn, MTV Networks chief digital officer mentions in the above quote. Can there still be another segment or demographic of society that has not been already tapped for lossy DRM'ed music files? Especially a larger one than iTunes has already locked down with it's player and online store?
It's a good thing they are not targeting iPod users as this would probably be futile. It is also interesting that they called this project URGE, as this is what they will need to create and it better be a strong one. How they plan to do that is the big question. The only thing MTV has going for it with this concept, is the base of computers out there loaded up with WMP. Maybe they are after folks that do not have portable players and just like to set at their monitors and listen to music there. However, links to Napster and even Microsoft's own online music store are in Windows Media Player already, you would think that they have this covered. It's a mystery what they can offer that will make them the preferred service.
At least the software is in place, even if it will take a gentle update reminder on your Windows platform to slip in the URGE along with a spanking new version of the Media Player. We can rest assured, there will be of plenty of fanfare prior to the launch and also, MTV is a well recognized brand, possibly enough will be curious to get it off to a good start.
Too bad there are so many proprietary Digital Rights Management or DRM schemes out there. This certainly makes it tough to jump ship and start with a new service, especially if you are heavily "invested" in another DRM format.
Source: My Way AP News
