DVD rental player wants to rent out downloads

Online DVD rental player, Lovefilm, has announced that it will be renting films via download to your PC / media centre. As far as I know they are the first DVD rental company to enter this market - further details on Netimperative.

The service will use Microsoft Windows Media Player 10, and a 24-hour loan period will be enforced by the built in Digital Rights Management (DRM).

But with Google gearing up to sell video content to people direct, are firms like Lovefilm going to find themselves disintermediated as quickly as they arrived on the scene to spoil the video rental business model?

Thanks to my brother Robin, who posted the story on his Blog Dog site.