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Dec 3 2007 9:50AM EST

Is NBC-Netflix Pact Really a Jab at iTunes?

A mystery: On Thursday, NBC Universal loudly announced a new deal to distribute a number of its shows through Netflix, including Heroes, each episode of which will be viewable a day after it airs on NBC.

But I've been watching new episodes of Heroes on the Netflix website for weeks now. And the other shows touted in the deal -- The Office, 30 Rock, Friday Night Lights -- have also been available for instant viewing there for at least that long (although those offerings aren't updated on an episode-by-episode basis.)

Could it be that Thursday's announcement was triggered not so much by a new arrangement with Netflix as by the yanking of all NBC Universal shows from Apple's iTunes store, effective Dec. 1?

Just a thought.

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