• by David Goetzl  @dgoetzl, March 15, 2007

Disney broke ground by offering full-length ABC shows on iTunes 18 months ago. Then, nearly a year later, it did the same on broadband. Now, NBC Universal is taking a step forward by offering some series on mobile devices.

NBCU has linked with MobiTV (which serves as the backbone for TV services on various wireless carriers) to make prime-time fare, such as "The Office" and "Heroes," available on-demand via wireless networks for $1.99 per episode, ad-free. Also, NBCU is making VOD episodes of lackluster performer "Friday Night Lights" available gratis with advertising--if a user has a MobiTV subscription.

The NBC hit shows are the first broadcast shows available on the service.

However, prime-time shows on cable networks are available as part of linear feeds for networks that are simulcast live. Two of those networks--CNBC and MSNBC--have made programming available on the service since 2003. (Under the new deal, a linear feed of CNBC will be offered online via MobiTV's broadband capabilities for a fee.)

Short-form programming from networks such as Bravo and USA will also be streamed on new channels with ad support, the more traditional path for mobile distribution thus far.

The MobiTV service--which offers some 40 channels, of which 20 are simulcast--is available to Cingular, Sprint and Alltel customers, among other carriers, for a subscription fee. A MobiTV spokesman said the on-demand $1.99 purchases would be available to all users, but presumably, only those with functional phones.

After purchase, a user can access the prime-time episodes on their devices for 24 hours. Some wireless carriers may charge different rates than the $1.99, although the MobiTV spokesman declined to comment on any altered pricing structures.

Other ad-supported free shows to subscribers include Bravo reality series "Shear Genius" and "Work Out." Next month, Telemundo will launch full episodes and short clips.