Chris Lanier

MTV Networks Unveils URGE on Windows Media Player 11 Platform

MTV Networks Unveils URGE Digital Music Service on Microsoft’s New Windows Media Player 11 Platform | MTV Networks, a division of Viacom International Inc., and Microsoft Corp. today unveiled the public beta of URGE and the new Windows Media Player 11 beta. URGE, MTV Networks’ new digital music service, is seamlessly integrated with the new Microsoft Windows Media Player 11, and builds upon MTV Networks’ renowned music heritage, offering rich, handcrafted programming, first-rate editorial and innovative music discovery features to create a truly immersive entertainment experience. URGE is the recommended digital music service in Windows Media Player 11 beta, which offers enhanced search and media management capabilities, a visually driven user interface and optimized portable music player support. MTV Networks and Microsoft collaborated closely on the development of URGE and Windows Media Player 11, creating a unified and integrated user experience.

Just as MTV, VH1 and CMT are recognized for their ability to curate music, URGE offers unparalleled context to all styles of music, as well as rich music programming to guide users through a world of virtually infinite music choices. Innovative features also bring music discovery to the fore, exposing users to new artists and genres they might not otherwise encounter.

“When we first set out to design URGE, our goal was to create an immersive experience that surrounded fans in all things music,” said Van Toffler, president of MTV Networks Music/Logo/Films Group. “URGE distinguishes itself through handcrafted programming, innovative music discovery features and unique integration with Windows Media Player 11. It’s an important pillar of MTV Networks’ overall digital strategy, and as our audience continues to embrace digital music delivery, URGE will serve as a vital vehicle to connect fans with all the music they love.”

“We wanted to create a media player that delivers the most powerful features in a program that is intuitive and fun to use,” said Mike Sievert, corporate vice president of Windows Client Marketing at Microsoft. “So in designing Windows Media Player 11, we incorporated a significant amount of feedback from music fans and worked hand in hand with MTV Networks. As a result, Windows Media Player 11 truly revolutionizes the way we enjoy music and provides a test drive of the breakthrough entertainment capabilities people will experience in the forthcoming Windows Vista operating system.”