NBC.com today announced the launch of its new service, "NBC Direct," which will allow users to download and view NBC's popular primetime and late-night entertainment programming on their desktops for up to one week after broadcast.

The first version of this new feature, which will begin beta testing in October, will allow users to download full length episodes for viewing on Windows based PCs. Each original episode will be licensed to users for viewing through "NBC Direct" for one week following broadcast and will then expire. The downloaded file will provide users with an improved overall viewing experience compared to traditional streaming video.

The list of programs available at launch will include "Heroes," "The Office," "Life," "Bionic Woman," "30 Rock," "Friday Night Lights," "Late Night with Conan O'Brien" and "The Tonight Show with Jay Leno."

Later in the beta launch, users will be provided the free subscription option that will allow them to pre-select their favorite NBC programs they want to watch. Those shows will be automatically delivered to their computers as soon as they are available after the original broadcast. The downloadable player will also have filtering technology, which will prevent it from playing any stolen copyrighted material.

Future versions of "NBC Direct," which will roll out over the next several months, will provide expanded platform functionality and will allow DRM ("digital rights management") protected versions of its programs to be downloaded to Macs and portable devices in addition to PCs. NBC.com plans future enhancements such as high-resolution versions of programming made available via a closed P2P ("peer to peer") distribution network. Using closed P2P will ensure that the maximum number of users will be able to view consistent, high-quality content directly from their desktops. Later in 2008, NBC.com plans to offer other business models for downloaded content in order to provide its users multiple options to consume their favorite NBC programs. These paid business models may include download-to-own, rental and subscription.