However, Apple upped the ante this week by making high-definition TV episodes from all four U.S. TV networks available for download at its iTunes Store, which has already rented more than one million HDTV shows since its introduction of HDTV programming last month. Even better, it now has more than 600 feature films available in HDTV.

"We've got an incredible fall 2008 TV lineup with over 70 prime-time comedies and dramas, including many of the most popular shows on TV in stunning HD," said Apple Vice President Eddy Cue. "With over 200 million episodes sold, iTunes customers have proven they love watching television on their computer, iPod, iPhone and TV with Apple TV."

Streaming Hit Movies

Later this month, Sony will stream its hit movie Hancock to BRAVIA (Best Resolution Audio Visual Integrated Architecture) large-screen displays equipped with the company's BRAVIA Internet video link module. The module is designed to receive a variety of online programming in both standard and high-definition formats, including on-demand movies, YouTube videos, and other content not found on TV networks, cable channels, or satellite TV.

Sony's online Hancock release from Oct. 28 through Nov. 10 marks the first time a top-grossing theatrical movie will be streamed to consumers' homes in advance of the packaged media release. Consumers who register online and purchase Sony's Hancock rental stream will also receive a free Blu-ray copy of Hancock following the movie's Nov. 25 release on disc, the company said.

"This is an important development not only for the industry, but for consumers seeking new entertainment options," said Sony Senior Vice President Randy Waynick.

The movie will be offered online for $9.99 in three forms: A high-definition, 720-pixel stream and two standard-definition, 480-pixel streams for customers with lower bandwidth constraints. Sony's BRAVIA Internet video link module, priced at $300, automatically detects the customer 's bandwidth and selects the best stream for optimum performance, the company said.

Big-Screen Clarity

Vudu is also gearing up to make high-definition content available to its subscribers at 1080-pixel resolutions. Called HDX, Vudu's latest video-streaming technology will enable movies and other content to be viewed on 40-inch and larger HDTVs and huge home theater screens.

Vudu says it has already compiled a library of 65 films in the HDX format and will make all its future HD titles compatible with the new format. Moreover, all Vudu subscribers will be able to rent HDX movies at the same price as standard HD titles.

"Accelerating consumer adoption of large-screen HDTVs has fueled strong demand for the kind of viewing experience and picture quality only HDX can deliver," said Vudu CEO Mark Jung. "HDX truly raises the bar on picture quality for HD movies delivered on demand, over the air, satellite or Internet, and across the entire video landscape."