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.