MTV and Microsoft launch URGE

I've never used iTunes Music Store to buy songs, because there is no Chinese store yet. But I think I would buy some old songs here and there for 1.99$. And now they even have TV shows, which I am also very interested in. Apple is having great success with it, so Microsoft had to do something about it:
In what could be the stiffest competition yet for the iTunes Music Store, MTV Networks and Microsoft announced today that they have joined forces to develop a new digital music service called URGE. Set to launch next year, the service will be integrated into a forthcoming version of Microsoft Windows Media Player. Music pricing was not announced. [..]
We will see if this can be a worthy competitor to ITMS, but both MTV and Microsoft do not excite me anymore.
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