MacRumors.com

ZDNet reports that MTV may finally be ready to launch their online music store to compete against iTunes.

MTV first announced plans for a music store back in 2003, not long after Apple's iTunes launch. MTV appears to have partnered with Microsoft to offer their music store which is expected to offer subscription-based sales as well as individual song sales.

According to Macworld.co.uk, the new service, called "Urge", will reportedly be heavily promoted across MTV's broadcast channels (MTV, VH1, CMT) and also integrated into future versions of Windows Media Player. Flexible song pricing is also expected, which has long been a point of contention between music labels and Steve Jobs.

While few details are offered on the service, the music files will certainly be of Windows Media format, which can not be played on Apple's iPod.