Urge was an discontinued online music distribution service run by MTV Networks (now Paramount Media Networks). Urge was integrated into Windows Media Player 11.
Urge was first launched on May 17, 2006. Downloaded files came with restrictions on their use, enforced by Windows Media DRM, Microsoft's digital rights management. Urge featured the music programming of MTV, CMT (country), and VH1 and provided editorial content for the online music service. Urge charged 99Ā¢ a track, or $9.95/month for a subscription. An optional $14.95/month to-go subscription was available for those with PlaysForSure devices. As of May 2008, Urge was not compatible with Microsoft's Zune or Apple's iPod, although the first-generation Zune Marketplace was based on Urge, and had many similarities.
In Spring 2007, MTV Networks launched the digital audio radio service Urge Radio, available through cable operators. Urge Radio offered cable systems digital audio channels with non-stop music, commercial-free, 24 hours a day. Similar to Music Choice, song and artist info is displayed on the TV screen.
In August 2007, MTV Networks announced plans to end its partnership with Microsoft and joined by RealNetworks on its Rhapsody digital music store.
In September 2010, Verizon and Frontier informed their customers that they would be removing Urge channels due to the provider's commitment to shut down the service.
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