URGE will not be compatible with Apple's Macintosh computers, or its reigning iPod digital music player. This will be a challenge the MTV Networks service will have to overcome, according to Michael Gartenberg, vice president and research director for Jupiter Research. "The biggest paradox is the people who are most likely interested in an MTV-branded music experience are also probably the demographic that has the highest interest in the iPod," Gartenberg said. The MTV brand could help spark interest in non-iPod players, but Hirschhorn said URGE's focus will not be iPod users. "We think the iPod has done a great job. Our aim is not to switch people from iTunes and the iPod," Hirschhorn said. "We need to concentrate on where there's going to be a bigger market." Both companies understand the rough road ahead, as so far no online music subscription service has come close to rivaling Apple's dominance. Both parties likely also know that the iTunes Music Store exploded not simply because it was a superior service, but also because Apple has produced integrated content that works seamlessly with the iPod. "At the end of the day, the iPod drives sales to the iTunes Music Store," Gartenberg said. "It didn't happen the other way around."