NBC Universal today announced it would let viewers buy full-length, prime-time television shows such as "The Office" and "Heroes" on-demand to play on mobile phones, a first for the United States.

The decision is the latest effort by media and wireless companies to entice consumers to watch video on their phones. The strategy aims to expand viewership outside the home and boost revenue for service providers beyond charging for phone calls.

In addition to a primetime video-on-demand line-up, NBC Universal will offer select short form programming from Bravo, SCI FI Channel, USA Network, Telemundo and mun2 on five new ad-supported channels to subscribers, which will debut on the MobiTV service in second quarter.

Consumers will be able to access full episodes of select primetime shows starting at $1.99 for a 24-hour viewing period, although these rates are subject to change by participating wireless carriers. Current seasons of shows produced by NBCU Television Studios will be offered including "The Office" and "Heroes" from NBC, USA's "Monk," and SCI FI's "Battlestar Galactica."

Several ad-supported on demand shows will also be available at no additional charge from within the MobiTV base subscription channel package including NBC's high school football drama, "Friday Night Lights," also produced by NBCU Television Studios and Bravo's new reality series "Shear Genius" and returning docu-drama "Work Out."

Telemundo will offer full-length episodes of telenovelas such as "Pasion de Gavilanes" and "Decisiones." Select video clips from its morning talk show, "Cada Dia" and telenovelas "Marina" and "Dame Chocolate" will also be available to viewers. In addition, bilingual cable network mun2 will offer full episodes of "The Chicas Project" as well as select clips of all network shows including "Vivo," "One Nation Under Hip-Hop," and "The mun2 Shift."

NBC Universal will offer a live linear feed of its CNBC programming online via MobiTV's online television service available as part of a subscription service to subscribers with a broadband Internet connection.

The service is expected to be available in the second quarter of 2007 and follows Verizon Wireless launch of live TV services in several U.S. markets from a network built by Qualcomm Inc.'s MediaFlo USA unit.