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“MTV, the US cable television music channel owned by Viacom, will launch a digital music download service on Wednesday designed to compete with Apple Computer’s highly popular iTunes service.”

“The service, called ‘Urge’, will use Microsoft’s latest Media Player technology and represents perhaps the most serious challenge to Apple’s dominance of the legal digital music download market to date.”

“While other rival music download services have had limited success, none has had the marketing muscle of MTV behind it or been as tightly integrated with Microsoft’s technology – the latest version of Windows Media Player software will launch along with Urge this week.” Read the full article.