MTV and MusicNet are expected to collaborate to deliver a new online music service later this year.

Neither party has confirmed details, and according to Reuters, people familiar with the discussions are not clear on the format of the MTV deal, or the cost.

Reuters suggests that MTV hopes to use its brand awareness to win over young music fan. But analysts say even well-known consumer brands face formidable competition in the digital music field.

MusicNet is a joint venture between RealNetworks and Bertelsmann's BMG, EMI and Warner Music. It is a business-to-business company that charges its clients fees for offering them the technology, the infrastructure and its catalogue of licensed music to develop digital music services. It was set up by major labels in 2000 in response to online piracy and in a bid to promote commercial online music services.