We used to want our MTV, but to the latest generation, the idea of having to sit in one place in front of a box is laughable. These days, music leaks from the air, downloadable wherever there’s a connection to the Net.

David Hyman, CEO of on-demand streaming service MOG, wants that to include your car — and his ambitions aren’t small. He says he wants MOG in every car. The iPod is old hat, equivalent to a transistor radio with one of those hearing aid-style one-ear headphones.

MOG is working with Mini to create the very first app allowing you to stream music into your car using an iPhone and the Mini’s own controls. So far there’s just a prototype, but once the production item appears, all you’ll need to do is subscribe to MOG to keep a choice of 1 million songs streaming from the Cloud. (Oh, and hope you don’t lose your phone connection on a long, boring trip.)

The way it will work is that Mini USA customers will download the MOG app, connect an iPhone via USB, and MOG will immediately work with the existing Mini Connected system. 

MOG currently offers a $9.99-per-month MOG Primo subscription plan, which provides subscribers with access to MOG for unlimited, on-demand listening access online at MOG.com. There are compatible CE devices available from major manufacturers such as Roku, and soon Samsung, Vizio, LG and Sonos, and through the MOG app on iPhone and Android phones, all via a single MOG account. The sub cost is added to your phone bill.

The prototype for the Mini Connected System showcases:

* On-demand streaming with unlimited, ad-free listening to any artist or song at any time from virtually anywhere.

* Seamless integration that makes it easy to browse and search, play, replay, or skip to your favorite songs using the existing Mini joystick and steering wheel controls.

* MOG will allow users to store their MOG music on their phone enabling access to their favorite titles even when a data connection is not available.

* MOG downloads music at 320 kbps, which provides the highest-quality listening experience.

Visit the Mini stand at the NYIAS for a demonstration of the app. Timing for release hasn’t been announced, but we’re assured it’s “soon.”