Microsoft's Zune service has been launched in the UK and in 19 other countries today with users being able to get music tracks for as little as £8.99 per month although the UK version won't come with the 10 free monthly tracks its US offers.
Users will be able to buy and rent DRM-less music and videos from the Zune Marketplace store and use them on any Windows compatible devices (Windows Phone 7, Xbox 360, PC) as well as on MP3 players for music.
Partners listed include EMI, Universal, Sony adn Warner Music and "thousands" of independent music labels as well as NBC Universal, Paramount Pictures, Warner Bros for movies.
Craig Eisler, Corporate Vice President of Microsoft's Interactive Entertainment Business Group, said that "Zune enables users access to the entertainment they want, wherever they want it - and now, more people than ever will be able to enjoy the freedom and flexibility that the Zune service offers."
Consumers will be able to synchronise movies between their different devices which means that they can continue watching content seamlessly when they switch screens.
Zune, the player, is still MIA and it looks now increasingly unlikely that it ever be released outside the UK given the glut of Windows Phone 7 devices that will be launched over the next few months.
You can find more about the service here.