MTV Decides to Play Catchup With a Pro [9:17 am]
Shunning leader Apple Computer Inc. in the crowded online music market, MTV Networks Inc. instead chose a partner that knows a thing or two about playing catch-up: Microsoft Corp.
The cable music channel said Tuesday that it planned to launch its long-anticipated Internet service — called URGE — next year with the help of the world’s biggest software maker.
[...] MTV Networks Music Group President Van Toffler said the company, a unit of Viacom International Inc., allied itself with Microsoft because it wanted to exploit the flexibility and ubiquity of Microsoft’s Media Player software, which comes preinstalled in the Windows operating system.
“[Apple Chief Executive] Steve Jobs has a point of view,” Toffler said. “ITunes is about a digital storefront for a la carte downloads. Our goal is to create a utopian music community that keeps subscribers coming back.”