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

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

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.

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.

We will be the preferred service.

You need a really big surprise on the upside to help the dollar.