NBC Universal today announced a bold plan to make full-length prime-time programs from across its networks available for on-demand streaming over MobiTV’s video content distribution network.

The deal represents the first time a major broadcaster has agreed to sell its programming on-demand over the mobile link, though for a year it has been selling episode downloads over services like Apple's iTunes. While an iTunes download can be uploaded into a video iPod using a USB cable, the MobiTV service will allow customers to browse and buy directly from the mobile phone using the MobiTV client. The service, however, follows, the on-demand model rather than the purchase model for content. While an iTunes download gives users permanent access to the file just like purchasing a physical DVD, the MobiTV service only streams the content, giving a customer access to the video for a 24-hour period after purchase.

NBC Universal will make primetime shows such as “Heroes,” “Friday Night Lights,” “The Office,” “Monk” and “Battlestar Galactica” from its networks as well as launch five new ad-supported streaming video channels offering content from Bravo, the Sci-Fi Channel, USA Network, Telemundo and Mun2. NBC Universal has a long relationship with MobiTV, which debuted in 2003 with CNBC and MSNBC on its content deck.

MobiTV, which runs on several carrier’s content decks worldwide including Sprint, will charge $2 for each on-demand title, the same price iTunes charges for a full download. While customers may not be to save the video file on their phones, very few phones would actually be able to store the video files if they could. An iTunes download of a show episode of “Battlestar Galactica,” for example, is almost 500 MB, and even with compression and a lower-resolution format the files would far exceed most multimedia phones’ meager Flash memory capacities.