On Tuesday, MTV Networks announced a digital music partnership with online music service RealNetworks and Verizon Wireless.

MTV will merge its digital music store Urge with RealNetworks’ Rhapsody music subscription service in a joint venture called Rhapsody America.

Verizon Wireless, a venture of Verizon Communications Inc and Vodafone Group Plc, will become the exclusive wireless distributor for the joint venture’s digital content once it is up and running.

Starting today, URGE customers will be able to use their existing usernames and passwords to log in to Rhapsody and enjoy access to both services (see image).

Urge was launched by MTV and Microsoft only last year. Considering that RealNetwork and Microsoft are “cross-town rivals”, the question is: What are MTV’s future collaboration plans with Microsoft regarding Urge?

With the partnership, RealNetworks and MTV launch another attempt to increase their market share in the Apple dominated music entertainment market. Until now, Apple has been hard to beat. Let’s see if this will change.

Also see:

Associated Press: MTV, RealNetworks Challenge Apple

Intechnews: http://www.intechnews.com/2007/08/21/mtv-and-real-flesh-out-a-few-rhapsody-america-details/

Engadget: http://www.engadget.com/2007/08/21/mtv-real-to-merge-urge-and-rhapsody/