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MTV Explores Rhapsody

Apple's market-dominating iTunes Store may have just been handed a healthy dose of competition. MTV Networks may soon announce a digital music partnership with RealNetworks, the purveyor of online music subscription service (and iTunes competitor) Rhapsody. Telecom giant Verizon Wireless will sign on to supply mobile distribution for the joint venture's content.

These partnerships are a response to Apple's meteoric rise as a consumer electronics and media-distributing giant. Rhapsody has always played second fiddle to iTunes, while MTV's previous online music ventures failed to get off the ground. Apple's fierce hardware/distribution combination has allowed it to enter successfully into the mobile phone business, too, although the electronics was cornered into an exclusive partnership with carrier AT&T. Understandably, Verizon was keen to bring a strong online music offering to its millions of subscribers.

Teaming up with MTV would give Rhapsody a huge marketing boost, thanks to the Viacom giant's global brand recognition and distribution potential. Many TV channels, from Comedy Central to Spike TV to Nickelodeon, fall under its umbrella. A deal could be announced sometime before MTV's Video Music Awards ceremony on Sept. 9.

Read the whole story at The Wall Street Journal »

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