Reigncom Ltd, the makers of iRiver, are teaming up with software giant Microsoft and MTV to give Apple’s cult music player iPod a run for its money.

In an interview, Frank Lim, Reigncom’s director in charge of marketing and planning for its iRiver players, said: “No hardware company can survive alone. We have shifted our strategy focus from music players to entertainment devices.”

According to the Reuters report, Reigncom’s newest player, Clix, which is winning rave reviews, integrates Windows Media Player 11 and URGE, MTV’s subscription-based music service.

Will Clix click with MP3 afficionados? Will it turn out to be a winning combination for iRiver? We’ll have to wait and watch. For those of us in India that wait may be very long indeed.

Officially, it appears that iRiver sells only a handful of its products in India, including the H10, N Series and some flash players (notably N Series).

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Source: Priyanka Bhargav