Where does all this leave Microsoft? Out in the cold. "If you think about the assets, the services, that each of these companies bring to the table, what we're looking to do is very smoothly integrate those services, so as to enable you to have access to your music from any point - desktop or mobile device - instantly and intuitively," said marketing genius John Stratton. V CAST Music is an existing service, already available to Verizon mobile customers, but it will likely be re-jiggered so that it taps into the same music catalog as the new Rhapsody service.
This joint outfit will then enter an exclusive partnership with Verizon, using V Cast Music as its sole means of delivering music to mobile phones. As Real boss Rob Glaser revealed in a second conference call, Real will own 51 per cent of the venture, with MTV chipping in $230 mil for its 49 per cent.
Sometime before then, MTV and Real will form a new company, Rhapsody America, to oversee their new uber-music service. "Today, we launched some content related to the upcoming Video Music Awards, and that's just the start of it." Eventually, Urge will shut down entirely. "We've launched some Urge-specific, sort-of-MTV-Network-brand-specific content for Rhapsody subscribers," said Real spokeswoman Rhonda Scott.
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Real and MTV will not say when the new service will launch, but in the meantime, Urge users will also have full access to the existing Rhapsody service, and MTV will toss Rhapsody subscribers a few Urge goodies.
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