In something so boneheaded it’s bound to fail, NBC (who previously withdrew video content from iTunes) will now be providing proprietary DRM’d video downloads of their programming that expire after a week. And it only works on Windows.

“With the creation of this new service, we are acknowledging that now, more than ever, viewers want to be in control of how, when and where they consumer [sic] their favorite entertainment,” said Vivi Zigler, Executive Vice President, NBC Digital Entertainment. “Not only does this feature give them more control, but it also gives them a higher quality video experience.” [emphasis mine]

That’s the most ridiculous thing I’ve ever heard. How is requiring software that works only for NBC, and plays only on your computer (no other devices), possiby giving you more control!

No more Heroes on your Apple.

Oh, and NBC, hire someone with an English degree to editor your press releases.