Urge will launch today and be integrated in Windows Media Player upon release.
MTV is launching its new music download service today, named MTV Urge.
The service will be integrated in to the new version of Windows Media Player, 11, coming in a couple of weeks. Microsoft hopes that the big-name service will be the first to compete properly with Apple's iTunes.
Urge will allow customers to buy songs for 99 cents or albums for $9.99, much as iTunes does. However, it will also offer a subscription model for $9.99 or a subscription model with compatibility for Windows portable players for $14.99.
However, as they're protected with Windows Media DRM, the MTV tracks won't play on the iPod, which is obviously still the most popular MP3 player in existence.
MTV will be putting exclusive content up on Urge, including past live performances from artists and appearances on Total Request Live.
Initial impressions around the web are that the new version of WMP will finally offer a decent competition to iTunes, with better navigation and integration. Would you be interested in Urge? Or are you still quite happy with an iPod and AllOfMP3? Let us know over in the forums.