From the Brier Dudley 's article :

MTV already has a partnership with Microsoft. It built its Urge music store on Microsoft technology, and Microsoft bundled Urge with the current version of Windows Media Player. Even so, Urge hasn't made a splash -- or a dent in iTunes.

My guess is that MTV and Zune will announce a relationship. Apple fans may chuckle, but there are many reasons a Zune-MTV partnership would make sense.

Microsoft is gearing up to launch several new Zune players and to broaden its marketing beyond hard-core music fans. The next phase of Zune will sure be marketed through MTV and its sister channels such as Comedy Central.

Partisans may think MTV will take a coolness hit by partnering with Zune. But I don't think average consumers would care one way or the other, and MTV would probably like to get whatever boost it can from the big Zune marketing budget.

For your information, the Zune Marketplace has used some parts of the URGE online store, I could say it was based on it, probably because URGE is so much connected to the Windows Media Player. In any case tomorrow is very close and we'll find out which company is the partner of MTV.

EDIT1: False alarm, WSJ announced (subscription required) Real Networks with its online store, Rhapsody, will be the partner of MTV:

In a bid to create a stronger competitor to Apple Inc.'s marketing-dominating iTunes Store, Viacom Inc.'s MTV Networks is set to announce Tuesday that it is merging its online digital music offerings into a joint venture with RealNetworks Inc., the company behind the Rhapsody subscription digital music service, according to people familiar with the matter.

Verizon Wireless, a venture of Verizon Communications Inc. and Vodafone Group PLC, has signed on to supply mobile distribution for the joint venture's content, according to a person familiar with the matter. That could provide additional leverage .

The move appears to spell the end of MTV's Urge digital service, launched in partnership with Microsoft Corp. last year. Microsoft has been heavily focused

EDIT2: From Engadget's interview with Real's Rob Glaser:

[...]

• On PlaysForSure: "PFS is a legacy system that Microsoft abandoned when they went to Zune." With the Clix2 Rhapsody, Real and iRiver "picked up the mantle of innovation that MS chose to abandon."
• Will real continue to support PFS? "Yes, as long as there is a high volume of devices and we can extend them, we see no reason to stop supporting the legacy architecture."
• On DRM-free music sales: "We think in the long term DRM-free music delivers the best consumer experience, solves the interoperability problem, and better connects with consumers psychologically." Damn skippy.