by Mike Masnick
Tue, Aug 21st 2007 12:22pm
MTV has had an awful lot of trouble over the years trying to become the MTV of the internet. It seems that the company rested on its TV laurels for way too long, and then totally misunderstood what the online world wanted, originally insisting that its archive of video would make it a player in the space. More recently, it tried to get into the music download business, but offered a me-too package that wasn't even remotely compelling. Almost no one used it. So, it should come as no surprise that MTV is now killing off its Urge music offering, that was launched together with Microsoft, and instead focusing on a new joint venture with RealNetworks' Rhapsody music service. Of course, once again, it's going to face the same questions as before about what differentiates this from anything else out there, and once again, it seems likely that MTV won't have a very good answer.
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