MTV Networks, Verizon Wireless, and Real Networks have teamed up to compete against Apple's iTunes.

The companies announced Tuesday that they formed a joint venture to deliver music for PCs, portable devices, and mobile phones. MTV and Real Networks said they are forming a new company, Rhapsody America, that will offer exclusive services for Real and MTV Networks music and pop culture brands in the United States. Verizon Wireless' V Cast Music will serve as the mobile platform for the Rhapsody service.

Michael Bloom, formerly the general manager of MTV Network's Urge, a digital music service, will lead Rhapsody America, which will operate out of offices in New York, Seattle, and San Francisco.

"With RealNetworks and Verizon Wireless, we're creating a unique and engaging experience that also reflects our own strategy of allowing fans to go narrow and deep into the musical genres they love," said Judy McGrath, chairman and CEO of MTV Networks, in a statement. "Any time we can partner with industry leaders like this to create a new music proposition, everyone wins, especially the audience."

The companies promised aggressive advertising and promotions, with Rhapsody as the music service of choice across MTV Networks' MTV, VH1, and CMT. They said that on-air integration for the new service will begin next week, and Rhapsody also will be integrated into MTV's Video Music Awards airing live from Las Vegas on Sept. 9.

Beginning immediately, Urge customers can use their usernames and passwords to access Rhapsody. Rhapsody customers can access programming from MTV, VH1, and CMT. Verizon Wireless customers can download music instantly to their V Cast-enabled phones at any time and from anywhere in the V Cast service area and transfer digital music to their phones from their PCs.

Verizon will eventually send duplicates of songs purchased over the air directly to a customer's Rhapsody account. The service also will allow transfer of subscription music from a Rhapsody account to a mobile phone. Rhapsody will continue to be available through RealNetworks' extensive network of partners, including Best Buy, SanDisk, and TiVo.

"Today's announcements represent a sea-change in the digital music market," said Rob Glaser, chairman and CEO of RealNetworks, in a statement.

"By bringing together the cultural and musical heritage of the MTV Networks family with the functionality of Rhapsody and the reach of V Cast Music, it's like we've put the best lead singer, drummer, and guitarist all on the same giant stage, allowing music fans to experience the purest music play in any way they want," said Van Toffler, president of MTV Networks, Music & Logo Group, said in a statement.