The music company has been bragging for years now about having its own music download service, and this time, with the help of Microsoft, MTV will turn words into something real and advantageous for everybody.

There isn't much information available so far about this project as neither MTV nor Microsoft representatives did make any statements about exactly what this service will offer. All we know is that it will be called Urge and it will "provide a musical playground where fans can experiment, customize, discover and download new music", as Jason Hirschhorn, MTV Networks' Chief Digital Officer, said.

What really should make the difference between this one and all other music download services is the environment which will serve as a "psychic concierge", introducing fans to new artists and helping them to develop a deeper connection to old favorites.

Apparently, Urge will include a subscription component, as well as allowing individual song sales, but pricing schemes are still secret, at least until next month. At the same time, new information should be present about a possible launch date of the service.