Microsoft and MTV Networks will introduce the Urge music service on Wednesday in a bid to take on Apple's iTunes and iPod, reports the San Francisco Chronicle. Microsoft plans to also release the public beta of its Windows Media Player 11, which will allow users to find and download new songs from Urge (announced at the end of last year). The software giant has also coordinated an effort to launch MP3 players by iRiver, Samsung and Creative Zen; all three - Urge, Media Player and the MP3 devices - were in large part designed together.

"Apple's model of a complete ecosystem - the content and devices all working together harmoniously - is the key to their success," said Tim Bajarin of Creative Strategies. "What Microsoft is trying to do is create something similar." Urge will sell songs for 99 cents each as well as offer a monthly and annual subscription plan. Subscribers can download as many songs as they want and transfer the music to as many as five computers and devices.

PC Mag offers more details and a review of Urge features. Windows Media Player 11 will be available for download starting Wednesday.