NBC, MobiTV ink on-demand deal

NBC Universal announced an agreement with mobile television service provider MobiTV to make primetime hits including "Heroes" and "The Office" available on-demand via wireless handsets. In addition, MobiTV will launch five new ad-supported channels featuring short-form entertainment from NBC Universal-owned cable properties including Bravo, Sci-Fi Channel, USA Network and Telemundo.

"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 NBC Universal Digital Distribution president Jean-Briac Perrette in a prepared statement. "In addition, this groundbreaking deal with MobiTV will create another platform for NBCU's partner advertisers to reach their audience."

Per terms of the agreement, consumers will pay $1.99 to access full episodes of select NBCU primetime series during a 24-hour viewing window--the deal also includes a handful of ad-supported series, including "Friday Night Lights." Via the Telemundo agreement, MobiTV will additionally deliver full-length episodes of popular telenovelas like "Pasion de Gavilanes" and "Decisiones."

From a content-is-king perspective, this is huge news--both "Heroes" and "The Office" boast the kind of rabid fanbases and rewatchability quotient that promise to drive new subscribers to the mobile TV platform. But perhaps the most intriguing element of the deal is the ad-supported content. In the case of "Friday Night Lights," a ratings-challenged but critically-acclaimed freshman series with dim hopes of a second-season pickup, NBC has nothing to lose by making episodes available for free--however, should enough viewers who watch and enjoy the program on mobile begin tuning in to the primetime broadcast, the network could have a hit on its hands.

For more on the NBCU/MobiTV deal:
- read this release

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