NBC and Apple had a falling-out earlier this year. Apple wanted to keep selling NBC shows like they had for more than a year, NBC wanted Apple to hand over billions in iPod sales for reasons only Jeff Zucker can fathom. In the fall-out, NBC pulled its content from iTunes, promising to roll out their own downloadable video application, offering full episodes of TV shows just as good as iTunes. They call it NBC Direct, and it came out today. So, is it an NBC-only iTunes killer? Um…no. Not even close.
But first, let’s pause for a commercial. Do you like pasta? Do you like NBC? Well, you’re in luck, because Bertolli Pasta is delicious — and all over this application. Now, back to your previously scheduled post.
First, the good news: It totally plays NBC shows. Yep, it plays the like nobody’s business. All day long, and interrupted frequently by advertisements for Bertolli Frozen Pasta Dinners. The picture quality is quite decent, at least on par with current iTunes downloads. Bertolli.
Now, the bad news. How much time do you have? There are a lot of deficiencies right now, some of which NBC claims they will fix real soon, and a lot of which are deliberate cripplings. I’ll use bullets, because there’s a lot, most after the jump.
- NBC Direct is actually a shell on top of Windows Media Player. Yep, not actually its own application. It’s built on OpenCASE, Extend Media’s super-locked down video platform. Slogan: “Automation, Ingestion, Encryption.” Yep, that’s how consumers think about video, all right.
- NBC Direct has no support for Macs — but NBC recommends Boot Camp. How thoughtful! I have a PC from work, though, so I put it through its paces.
- Bertolli pasta is just like real, homemade pasta — only frozen, and on NBC Direct! Yum-o-licious.





