URGE (digital music service)

Urge was an online music distribution service run by MTV Networks. Urge was integrated into Windows Media Player 11.

Urge was opened 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, and VH1 and provided editorial content for the online music service. Urge charged 99¢ 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 the spring of 2007, MTV Networks launched the digital audio radio service Urge Radio, available through cable operators. Urge Radio offered cable systems digital audio channels with continuous music commercial-free, 24 hours a day. Similar to Music Choice, song and artist info is displayed on screen.

In August 2007, MTV Networks announced plans to end its partnership with Microsoft and join RealNetworks on its Rhapsody digital music store.

In September 2010, Verizon and Frontier informed their customers that they would be dropping the Urge channels due to the provider's decision to discontinue the service.

At close, Urge had about 2.4 million songs available for download. Fans could download music for 99¢ a song or via one of the two subscription tiers. Subscription downloads allowed playback on three computers (also two PlaysForSure devices with the premium Urge To Go subscription). Devices and computers could be de-authorized through the account settings in Windows Media Player, allowing subscribers to change devices or computers. Subscribers may only de-authorize one PC and one device every 30 days.

There were several differences between songs downloaded through the subscription program and songs purchased though Urge. Purchased songs could be played forever, regardless of whether the purchaser was still an Urge subscriber. Subscription music, on the other hand, became unplayable if the subscription lapsed. Subscription music also could not be burned to a CD while purchased music could. Additionally, purchased music could be copied to any WMA-enabled portable media player, not just those that are compatible with subscription services.

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