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MTV dumps Urge, partners with Real Networks

Posted by Cory Bergman on August 20, 2007

Wow, MTV and Real Networks’ Rhapsody service are teaming up to take on iTunes, and the new deal looks like it will put an end to MTV’s short-lived partnership with Microsoft. Reports the Wall Street Journal, “Microsoft has been heavily focused on its own Zune service in recent months, to the apparent detriment of Urge, which had few subscribers. MTV itself no longer invested significant resources in Urge after Zune’s debut, according to a person familiar with Urge.” Also, Verizon Wireless is on board for the new Rhapsody partnership, which is an interesting development in light of Cingular’s partnership with Apple on the iPhone. MTV plans to promote the new partnership extensively, especially in combination with its annual VMAs, which air on September 9th. (WSJ sub. req.)

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