It’s been a long time coming but MTV is rolling out its own digital music service, called Urge. So far, MTV has relied on a relationship with Apple’s iTunes and having spoken to people inside MTV, the general view was that it would be better to extend and deepen that relationship rather than spend money and time on developing their own.

However, here it comes, US first (of course) and it is a combination of subscription and download with the music being supplied by MusicNet. That of course means Windows DRM and suddenly MYV users will find themselves presented witha new format and one that of course doesn’t work natively with their iPods.

The other interesting factor will be how MTV works the relationship with some its customers who it will now be competing with; the integration with Overdrive the interactive broadband offering; and on the mobile platform, where MTV in the UK is particularly strong.