MTV Networks and Microsoft is launching an iTunes-rival online music store called “Urge” today, May 17, with 2 million songs available for download. Unfortunately for the current 75% of the digital music market from iPod users, Urge is not compatible. As underdog as it appears however, this collaboration may pose a threat if you consider the incredible backlog of content from MTV (not to mention TRL). MTV, owned by Viacom, and Microsoft also have strong brand identities obviously, and a certain following of those involved in the so-called format wars of Apple vs. Microsoft.

Big issues will be getting the rights to the music of which an estimated 80% of the licensed music market is accounted for by iTunes Music Store, as well as Urge-ing new users to subscribe. Costs for songs are 99 cents, like iTunes, with talk that they may offer subscriptions monthly for between $5 to $15 to built-in links such as MusicNow and Napster. As MTV and Microsoft are pushing, it’s all about choice.