Virgin Media is launching its new Virgin Music Media Store mobile download service at the U.K.'s V Festival this weekend (Aug. 21-22).

The U.K. service goes live with 1 million tracks on Aug. 21. Sony Music Entertainment, Warner Music and EMI have so far licensed music to the mobile store. Virgin Media said more tracks will be added in the coming months.

Music fans at the V Festival will be given a preview of the new mobile music service and they can sign up for a free one-month trial. A number to text for access will be promoted at both V sites in Chelmsford and Stafford. Kings of Leon and Kasabian headline the main stage.

The mobile music subscription costs £4 ($6.20) a month for five tracks and is open to customers on any mobile network subscribers, although existing Virgin Media mobile customers will be able to sign up for £3 ($4.65) a month. Virgin Media says that makes it the best value service on the market, at least for its own mobile subscribers.

"With Virgin Media's long heritage with music, V Festival is the perfect place to launch our brand new Music Store," said Jonathan Kini, director of mobile at Virgin Media, in a statement. "This is a key milestone in our mobile entertainment strategy and anyone with a mobile can take advantage of this new service to access great new music in an instant."

However, there is still no sign of the unlimited subscription offer for Virgin Media broadband customers, offering a combination of streaming and MP3 downloads. It was first announced in June 2009 with Universal Music on board, but has since spectacularly missed its Q4 2009 launch date.

It emerged earlier this year that talks with indie rights agency Merlin had stalled.

Virgin Media said talks are continuing with majors and indies in order to launch with a comprehensive service. The mobile service is entirely separate of that proposed subscription offer.

The new mobile service is powered by IMImobile DaVinci Music. Downloaded tracks can also be transferred directly to a computer and the customer's music player.

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