Computer mouse beats remote control — this week only, that is

The combined onslaught of the Fall Television season and college midterms has forced America's most coveted viewer demographic to strike a compromise.

It's not easy to reconcile TV watching - a passive viewer/medium relationship - with the more active pursuit of postsecondary education. But dad gum it, broadcasters are sure gonna try.

After announcing plans to sever ties with iTunes earlier this month, NBC opted to launch a competitor called NBC Direct this October, a service providing free but ad-supported full downloads of its present shows. There are several catches: a. downloads are available only through Amazon's Unbox service; b. commericals embedded within the downloads are unskippable; c. they're only available up to a week after they premiere; and d. the download "degrades" (or blocks playability) after seven days.

Sounds unreasonably complicated. So why did NBC split with iTunes anyway? Although NBC wouldn't name specifics, Apple cited pricing differences; to wit, the broadcaster wanted to charge more for certain shows, and wholesale for its popular programming — a reversal over iTunes' usual $1.99 per episode flat rate.

That's not all. Every broadcaster (including ABC, FOX and CBS) is rolling out free downloads for most season premieres this week; however iTunes and Amazon Unbox are favoring new series such as Journeyman, Chuck, Cane, Pushing Daisies and K-Ville yet charges for returning hit staples Family Guy, CSI, The Office and Heroes. The reason? According to a New York Times article, consumers can download the program before its televised premiere, then spread to friends à la word-of-mouth, so hype is generated virally - by the individual - and not the corporation.

Of course, that assumes the aforementioned college-age demographic (18-25 year-olds) is even willing to participate in viral marketing, considering the windfall of homework and test prep pelting students starting early October.

Yet preliminary signs indicate yes, after a successful viral campaign launched late-July targeted the online file-sharing subculture. While piraters illegally downloaded video camera-quality copies of Transformers, search results were also peppered with allegedly "leaked" series premieres including Pushing Daisings, Cavemen, Bionic Woman and Reaper. Network execs "expressed surprise" over the leak, but we all know better.

I personally DVR the programs, but those not blessed with the same technology may find solace in Unbox and iTunes' free downloads this week.

Of course, you should probably remember to avert your eyes from the cheerleader once in awhile and concentrate on that Chemistry exam, eh?

Images courtesy www.apple.com, www.amazon.com and www.nbc.com.