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Urge’s media is the message

Now that MTV Networks' Urge service is available, consumers will decide whether all of MTV's programming and context will drive them to a subscription model. Because of the editorial intelligence embedded into the service, Urge does an excellent job of enabling music exploration, an area where the iTunes Music Store continues to lag badly. One thing is certain: Windows Media Player 11 is a huge improvement over the previous version and presents music more graphically than iTunes. However, the iRiver clix, while one of the better digital media players from the WMA camp, is no iPod nano killer.

If you're among those who believe that Apple's success in the digital music space has bee due to aggressive advertising and promotion, Urge should certainly give Apple cause for concern as MTV Networks can promote its service around the clock on television for practically nothing.