Feeling the 'URGE,' MTV Networks Announces a New Digital Music Service in Collaboration With Microsoft

Feeling the 'URGE,' MTV Networks Announces a New Digital Music Service in Collaboration With Microsoft

URGE Unites Powerful Music DNA of MTV, VH1 and CMT With Microsoft's Industry-Leading Technology and Consumer Reach to Deliver an Immersive Entertainment Experience

NEW YORK and REDMOND, Wash., Dec. 13 /PRNewswire/ -- MTV Networks, a division of Viacom Inc., (NYSE:VIA)(NYSE:and)(NYSE:VIA.B) and Microsoft Corp. today announced they have collaborated on the design and development of MTV Networks' new digital music service called URGE. Set to debut domestically in 2006, URGE will provide an immersive music experience and will be integrated into a forthcoming version of Microsoft(R) Windows Media(R) Player. The collaboration unites MTV Networks' music DNA, marketing strengths and powerful MTV, VH1 and CMT brands with the technology leadership and consumer reach of Microsoft.

URGE will offer rich entertainment programming and innovative tools designed to guide musical discovery and connect fans to the artists and music they love. Offering more than 2 million songs from the major labels and thousands of independents, URGE will encompass all musical genres, from alt-country to zydeco. In addition to a broad catalogue of music choices, URGE will deliver a deep well of exclusive MTV Networks programming and original, hand-crafted content.

URGE has garnered early support from Clive Davis, Chairman and CEO BMG U.S., Lyor Cohen, Chairman and CEO of U.S. Recorded Music for Warner Music Group, and musical superstars Alicia Keys, Coldplay's Chris Martin, and Gretchen Wilson.

"We live to connect artists and fans in the most imaginative ways possible," said Van Toffler, MTV Networks Music Group President. "With our new service, we will be able to satisfy music lovers' urges for all things music. In many ways, URGE will serve as a 'psychic concierge,' introducing fans to new artists and helping them to develop a deeper connection to old favorites."

"By combining our expertise in digital media with the music leadership and marketing savvy of MTV Networks, we have created a powerful and unique way to experience music," said Blair Westlake, Corporate Vice President of Media Technology and Convergence at Microsoft. "This landmark collaboration will bring innovative new experiences to millions of music fans."

"As with everything we do at MTV Networks, every element of URGE is being developed with our audience in mind," said Jason Hirschhorn, MTV Networks' Chief Digital Officer. "Beyond providing a simple transactional service, URGE will provide a musical playground where fans can explore, customize, discover and download new music."

Upon its debut next year, URGE will be promoted through multiple venues, including the MTV, VH1 and CMT channels, which on average collectively reach more than 165 million viewers U.S., as well as through the respective brands' Web sites and Urge.com. Additional details of the new service will be unveiled in January at the International Consumer Electronics Show in Las Vegas.

About MTV Networks

MTV Networks, a unit of Viacom International Inc. (NYSE:VIA)(NYSE:VIA.B), is one of the world's leading creators of programming and content across all media platforms. MTV Networks, with 100 channels worldwide, owns and operates the following television programming services -- MTV: MUSIC TELEVISION, MTV2, VH1, mtvU, NICKELODEON, NICK at NITE, COMEDY CENTRAL, TV LAND, SPIKE TV, CMT, NOGGIN, LOGO, MTVN INTERNATIONAL and THE DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services, all of these networks are trademarks of MTV Networks. MTV Networks connects with its audiences through its robust consumer products businesses and its more than 80 interactive properties worldwide, including online, broadband, wireless and interactive television services and also has licensing agreements, joint ventures, and syndication deals whereby all of its programming services can be seen worldwide.

About Microsoft

Founded in 1975, Microsoft (Nasdaq "MSFT") is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.

Microsoft is a registered trademark of Microsoft Corp. in the United States and/or other countries.

The names of actual companies and products mentioned herein may be the trademarks of their respective owners

ADDENDUM

URGE has garnered early support from Clive Davis, Chairman and CEO, BMG U.S., Lyor Cohen, Chairman and CEO of U.S. Recorded Music for Warner Music Group, and musical superstars Alicia Keys, Coldplay's Chris Martin, and Gretchen Wilson:

"Discovery is an important part of the music business -- from tapping new talent to introducing them to new music fans," said Clive Davis, Chairman and CEO, BMG U.S. "The upcoming music service, URGE, will serve as a powerful new way to connect new and established talent to fans, turning them on to new music they otherwise may never have been exposed to."

"With URGE, MTV Networks is again at the forefront of revolutionizing where and how our combined audiences across the globe can connect with the music and the artists they love," said Lyor Cohen, Chairman and CEO of U.S. Recorded Music for Warner Music Group. "Urge will join the array of powerful new platforms that provide Warner Music Group with an innovative way to launch new artists and celebrate established favorites. With MTV Networks' expertise and global reach, it promises to be the ultimate full service music experience."

"I grew up watching MTV and it's been an important part of how I connect with my fans," said Alicia Keys. "It's great news that the same people who bring you MTV everyday are launching what is sure to be the deepest, richest music service on the net. URGE will be the destination for passionate music fans who want to discover and connect with the artists and music they love."

"VH1's been a great supporter of Coldplay and they really know how to do music right," said lead singer Chris Martin. "With URGE we look forward to reaching even more fans in the online music community, adding a whole new dimension to their music experience."

"CMT already gives country music artists, like me, great exposure to our fans," said Gretchen Wilson. "Now with Urge, millions more will get a chance to check country music's rich heritage."

Source: MTV Networks

CONTACT: Jeannie Kedas of MTV Networks Music Group, +1-212-846-4629, or
Jeannie.Kedas@mtvstaff.com, or Matthew Hutchison of MTV Networks Music Group,
+1-212-846-8052, or Matthew.Hutchison@mtvstaff.com; or Ken Birge of Weber
Shandwick for Microsoft, +1-425-452-5484, or kbirge@webershandwick.com, or
Heather Bott of Weber Shandwick for Microsoft, +1-425-452-5400, or
hbott@webershandwick.com

Web site: http://www.mtv.com/

NOTE TO EDITORS: If you are interested in viewing additional information on Microsoft, please visit the Microsoft(R) Web page at http://www.microsoft.com/presspass on Microsoft's corporate information pages. Web links, telephone numbers and titles were correct at time of publication, but may since have changed. For additional assistance, journalists and analysts may contact Microsoft's Rapid Response Team or other appropriate contacts listed at http://www.microsoft.com/presspass/contactpr.mspx.

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