RIM knows that hardware is only half the story. The other is the apps and media offerings that go with it. It looks like the company has that covered too, with the media side already showcased ahead of the BlackBerry 10 launch.That launch is tomorrow, but to whet our appetite, RIM has been talking about its new BlackBerry World storefront, claiming it is 'one of the most robust' music and video offerings in mobile today. All the music you would expect, along with most movies coming to the store the same day they are released on DVD. There will also be next day availability of many current TV series.'Music and video content is an integral part of a rich mobile experience. People want easy and convenient access to their favorite music, movies and TV shows wherever they are,' said Frank Boulben, Chief Marketing Officer at Research In Motion. 'RIM is committed to working with content providers to bring the best, most up-to-date content to our customers with BlackBerry 10, and to make it easy for them to get what they want.'The UK is one of the first places to get the video download and rental section in BlackBerry World, with content from the likes of 20th Century Fox, Entertainment One (eOne), Lionsgate, MGM, Paramount Pictures, Studiocanal, The Walt Disney Studios, Universal Pictures and Warner Bros.BlackBerry World's DRM-free music download section will feature both major and independent labels and will also feature in the UK from the day of launch.RIM is really going for it with the BlackBerry 10 launch, even throwing devices to celebrities ahead of launch. Jonathan Ross was talking up the music app ahead of launch on Twitter over the weekend - and he's likely to be the tip of the iceberg. RIM knows it has a lot to gain, as well as a lot to lose with this launch.