MTV Networks and Microsoft have announced a collaboration on the design and development of MTV Networks' new digital music service called URGE.

Set to debut in the US in 2006, URGE will be integrated into a forth-coming version of Microsoft Windows Media Player. The service hopes to offer rich entertainment programming and innovative tools, designed to guide musical discovery and connect fans to the artists and music they love. Offering more than 2 million songs from the major labels and thousands of independents, URGE will encompass all musical genres, from alt-country to zydeco.

In addition to a broad catalogue of music choices, URGE will deliver a deep well of exclusive MTV Networks programming and original, hand-crafted content.

URGE has garnered early support from Clive Davis, chairman and CEO, BMG US; Lyor Cohen, chairman and CEO - US recorded music, Warner Music
Group; and musical superstars Alicia Keys, Coldplay's Chris Martin, and Gretchen Wilson.

Van Toffler, group president, MTV Networks Music, said, "We live to connect artists and fans in the most imaginative ways possible. With our new service, we will be able to satisfy music lovers' urges for all things music. In many ways, URGE will serve as a 'psychic concierge,' introducing fans to new artists and helping them to develop a deeper connection to old favorites."

Blair Westlake, corporate vice president - media technology and convergence, Microsoft, said, "By combining our expertise in digital media with the music leadership and marketing savvy of MTV Networks, we have created a powerful and unique way to experience music. This landmark collaboration will bring innovative new experiences to millions of music fans."

Jason Hirschhorn, chief digital officer, MTV Networks, said, "As with everything we do at MTV Networks, every element of URGE is being developed with our audience in mind. Beyond providing a simple transactional service, URGE will provide a musical playground where fans can explore, customize, discover and download new music."

Upon its debut next year, URGE will be promoted through multiple venues, including the MTV, VH1 and CMT channels. Additional details of the new service will be unveiled in January, at the International Consumer Electronics Show in Las Vegas.