Verizon Wireless joins forces with MTV, Real for iTunes competitor

Verizon Wireless is teaming with MTV Networks and RealNetworks Inc. to take on Apple Inc.’s iTunes service.
MTV is shuttering its Urge music download service and will integrate components of the offering with RealNetworks’ Rhapsody, an online music subscription service. Verizon Wireless will serve as the exclusive distribution partner for the offering, which will be marketed as Rhapsody.
“The unique collection of assets that Real, MTV and Verizon bring to this relationship really do complement each other,” said Verizon Wireless Chief Marketing Officer John Stratton during a conference call outlining the service. “We do believe that a particularly important dimension of this partnership will be the mobile phone.”
The companies failed to offer details such as specific investment amounts, pricing structure or a launch date for the new service, but RealNetworks CEO Rob Glaser vowed to “open the fire hoses from a marketing standpoint.”
Verizon Wireless’ exclusive deal was described as “a long-term relationship,” but executives declined to comment further. A representative from the carrier said the new service will be “fully integrated” with Vcast Music, but how Verizon will brand the service has yet to be determined.
The service appears to be the wireless industry’s first real step beyond “mobile music” into the broader world of cross-platform digital entertainment. Carrier-branded, full-track services from Sprint Nextel Corp. and Verizon Wireless have largely failed to capture the imagination of on-the-go music lovers, while iTunes and its rivals have continued to gain momentum online.