It's going to be a major, major, pervasive screen for our audience.

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They are growing well on their own, but clearly we have inventory online to help bolster the brand and their traffic.

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We don't want to just deliver stuff. We aren't a TV company. We are a content company. We think about the platform very early in the process and everyone must be on board.

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As with everything we do at MTV Networks, every element of URGE is being developed with our audience in mind. Beyond providing a simple transactional service, URGE will provide a musical playground where fans can explore, customize, discover and download new music.

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