Live Blog Of MTV 8/21/07 Announcement Of New Digital Music Service

A telephone replay of the call will be available after 12:30 p.m. ET/9:30 a.m. PT at 1-888-484-8256 and 1-203-369-3737 for international callers.

• We’ll are live blogging now waiting for the conference to start.
  
• Just got word the the conference will start any minute.
  
• It’s started.
• This is an experiment
• Its a joint 30 minute confernece call with MTV, Real and Verizon
• Van Toffler speaking for MTV
• New service combine URGE and Rhapsody
• Call seems to be having tech problems
• We’re back
• Van tried to blame competitors for the call glitch (joke)
• Goal is to create an immersive experience
  
• New joint venture Rhapsody America
  
• Former URGE had Michael Bloom will head
• Rob Glasser of Real speaking now
• Joint venture is between MTV and Real. Verizon is oustide deal
  
• "Vision of new co": 1) jukebox in the sky everywhere 2) bring together PC and mobile 3) marketing via MTV and Verizon
• Rob says discussions have been going on for a year. "1+1+1 = way more than three"
• John of Verizon speaking now
• Says that latest phones and networks make this possible.  Vcast phone will grow from 4 mg now 8 to 16 by 2008 to allow people to store collections on  phones \
• New service will also combine may V-cast services
• One seemless platform
• Now Q & A
• Ken Lee Reuters: What is the $ investment?
  
• Financial Networks can’t comment until financial call later today
• URGE will continue to nbe on Window media until further notice
• Not sure if there will be a music subscription service to phone at launch.  Some vagueness.
• DRM free music trail with Universal launched today on Real
• Real says they believe DRM free will grow into the service at labels come aboard
• There will be paid and PC and over the air downloads,  More  vagueness.
• URGE brand will be incorporated into new Rhapsody store.
• Real is primary investor but Viacom is substantial player
• No launch date yet with prices or details
• How will Rhapsody change? Yes in a big way
• All parties promise a big change and very aggressive marketing – well beyond what was done for URGE or Rhapsody.
• End of call.  Will have summary on the front page of Hypebot soon.
  

A telephone replay of the call will be available after 12:30 p.m.
ET/9:30 a.m. PT at 1-888-484-8256 and 1-203-369-3737 for international
callers.