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PDF : Verizon Taps Rhapsody America To Take on iPhone/AT&T Deal

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Multiple types of media player software, handsets, DVRs and other mobile and fixed broadband consumer electronics devices figure into Rhapsody America, a new joint venture aimed at Apple’s insular iTunes online music hegemony. Formed by Viacom International’s MTV Networks and RealNetworks, Rhapsody America will fold MTV’s URGE music service into the Rhapsody broadband service. And paralleling the iPhone exclusive deal with AT&T on the mobile side, the new venture has reached a long-term deal with Verizon Wireless to make VCAST its exclusive mobile outlet. Verizon Wireless will “fully integrate” the service with VCAST Music and market Rhapso- dy through its network of Verizon Wireless Communications Stores nationwide. Rhapsody also will become the music service of choice across MTV Networks’ MTV, VH1 and CMT brands and other online youth-culture destinations. Verizon Wireless promises on-air integration of the new service the week of August 27.

While iTunes access remains lim- ited to personal computers, Mac computers, iPods and the iPhone mobile handset, the Rhapsody partners intend to make their service accessible by a wide variety of devices and to advance a nascent industry shift away from piracy pro- tection through digital rights management (DRM). The partners de- scribed the new service as an “integrated digital music experience that consumers can access via their PC, portable music device or mobile phone.”
“Together, our three companies will provide a new, unbeatable digital music experience that will give every consumer a way to get music quickly and easily, whether sitting in front of a computer screen or on-the-go with a mobile device,” said John Stratton, executive vice president and chief marketing officer at Verizon

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