iTunes success has been a blessing for Apple in many ways but it will be interesting to see how the portal handles new companies getting into the downloading game.

In a story from Home Media Retailing, MTV is starting up their own music downloading site called Urge.

The new portal will launch on on May 17 "and will have 2 million tracks available for download." The prices will be $.99 cents per song or $9.95 for an entire album.

The site "will offer unlimited downloads for $9.95 or $14.95. The higher-priced option comes with rights to transfer songs to any of 100 compatible portable music players."

Urge will also employ Microsoft's Windows Media Player.