NBC to offer on-demand TV shows through MobiTV

NBC Universal said it will expand its partnership with MobiTV to offer on-demand hit television shows such as “The Office” and “Heroes” over U.S. mobile phone networks.
The broadcast company said it will offer a 24-hour viewing period for its top-rated shows starting at $2, although carriers will be allowed to set their own rates. The deal also includes content from the Sci Fi Channel, USA Network, Telemundo and Bravo.
The service is set to compete directly against Apple Inc.’s iTunes, which sells full episodes of more than 200 shows starting at $2 each.
“This is an extraordinary partnership with MobiTV and we’re excited to be the first major network to offer our viewers wireless access to their favorite primetime shows on demand,” said Jean-Briac Perrette, president of NBC Universal Digital Distribution. “In addition, this groundbreaking deal . will create another platform for NBCU’s partner advertisers to reach their audience.”
MobiTV offers a variety of wireless video programming, but the deal is among the first to bring popular, prime-time TV shows to cellphones in an on-demand format.
And while wireless video has been available to U.S. consumers for several years-MobiTV’s partnership with NBC dates back to 2003-the announcement also underscores how carriers and content owners in the space are increasingly experimenting with business models. In addition to the pay-per-view offering, NBC will launch five new, ad-supported channels that will deliver “select short-form programming” from the company’s networks, and subscribers to MobiTV’s basic offering will be able to access ad-supported episodes of NBC’s “Friday Night Lights” at no additional charge.
MobiTV is available to subscribers of Cingular , Sprint Nextel Corp. and Alltel Corp. as well as more than a dozen other carriers around the world.