(22 August 2007 3:00 pm)

MUMBAI: In a bid to offer competition to Apple Online emdia firm RealNetworks, MTV and Verizon Wireless are teaming to create a single, integrated digital music experience that consumers can access via their PC, portable music device or mobile phone.

The aim is to be ultra-rich in music culture, programming and discovery. Rhapsody will unite the RealNetworks' service and MTV's Urge music service.

Verizon Wireless' mobile music service V Cast Music will become the mobile platform for the integrated Rhapsody service. As part of this alliance, MTV and Real are forming a new company, Rhapsody America, whose offering will be the exclusive digital music service for Real and for MTV Networks' premier music and pop culture brands in the US.

Both partners will bring complementary strengths, including MTV Network's storied history in music programming, unparalleled connection with music fans, and youth marketing prowess, with Real's innovative technology, market momentum for Rhapsody, and deep relationships within the consumer electronics industry. Michael Bloom, previously MTV's Urge GMwill lead Rhapsody America, will have offices in New York, Seattle and San Francisco.

Real and MTV Networks, through their Rhapsody America venture, have formed a long-term, groundbreaking and exclusive relationship with Verizon Wireless, in which the companies will be partners in bringing consumers digital music to their PCs and over the air to their mobile phones. Through the relationship with Verizon Wireless, Rhapsody will be fully integrated with VCAST Music, delivering a superior music service across multiple consumer devices.

MTV chairman and CEO Judy McGrath says, "With RealNetworks and Verizon Wireless, we're creating a unique and engaging experience that also reflects our own strategy of allowing fans to go narrow and deep into the musical genres they love. Any time we can partner with industry leaders like this to create a new music proposition, everyone wins, especially the audience."

RealNetworks chairman and CEO Rob Glaser says, "This announcements represent a sea-change in the digital music market. By partnering with MTV Networks, home of the most storied brands in music history, and the market's leading wireless company, Verizon Wireless, we'll make Rhapsody the premier digital music service that delivers great music to millions of consumers whenever and wherever they want."

MTV Music and Logo Group president Van Toffler says, "By bringing together the cultural and musical heritage of the MTV Networks family with the functionality of Rhapsody and the reach of V Cast Music, it's like we've put the best lead singer, drummer and guitarist all on the same giant stage, allowing music fans to experience the purest music play in any way they want.

"The new Rhapsody will build on the musical curation of Urge and have the marketing power of MTV, VH1 and CMT behind it, ensuring this new platform is front and center in the hearts and minds of music lovers."

Verizon executive VP, chief marketing officer , said John Stratton, "Our commitment to innovation and making V Cast Music the #1 mobile music service in the country has led to today's momentous announcement. Verizon's alignment with these two great companies -- MTV Networks' music and youth marketing expertise with RealNetworks' acclaimed service and technology -- promises to propel digital music into an exciting new future. Together, our three companies will provide a new, unbeatable digital music experience that will give every consumer a way to get music quickly and easily -- whether sitting in front of a computer screen or on-the-go with a mobile device."

Real, MTV Networks and Verizon Wireless will leverage their complementary strengths to bring the new service to market and back it up with an aggressive advertising and promotional campaign. Verizon Wireless will market Rhapsody through its extensive network of Verizon Wireless Communications Stores nationwide when the service launches on mobile phones.

Rhapsody will become the music service of choice across MTV Networks' MTV, VH1, and CMT brands and their myriad of online youth-culture touch points. On-air integration for the new service will begin next week and Rhapsody will also be integrated into the fabric of MTV's marquee event, the Video Music Awards airing live from Las Vegas on September 9th.

Urge customers can use their existing usernames and passwords to log on to Rhapsody and enjoy access to both services. In addition, Rhapsody customers can get their first taste of MTV Networks' rich programming from MTV, VH1 and CMT. Verizon Wireless customers can already download music instantly to their V CAST-enabled phones at any time and from anywhere in the V Cast service area and transfer digital music to their phones from their PC.

In the months ahead, Verizon Wireless will roll out functionality that sends the duplicate copy of songs purchased over the air directly to a customer's Rhapsody account. The service will also allow transfer of subscription music from a Rhapsody account to a mobile phone.

Rhapsody will also continue to be offered through RealNetworks' extensive network of partners, including Best Buy, SanDisk and TiVo.