Thanks to the fiber optic connections that connect nearly 12 million of Japan's 48 million households, video rental giant Tsutaya is probably laughing at Netflix's silly set-top box as it launches its Tsutaya TV HD download-on-demand rental service. Based on the acTVila service (a joint venture supported by Sony, Matsushita (Panasonic), Sharp, Toshiba and Hitachi, movies can download directly to connected HDTVs. Transformers, Heroes, Lost and Desperate Housewives will be among the first titles available in a library expected to grow to 2,000 titles by year-end, targeting older customers between their 40s and 50s, as opposed to the company's main in-store customers in their 20s. Full-length flicks run 735 yen (about $7), with a 48-hour rental period. Sure would be nice to have a standard feature set for digital downloads on this side of the Pacific, our jealousy threat level is: high.

Read - Japan's top film rental chain offers high-definition downloads
Read - Tsutaya To Offer 2,000 Video Titles On Demand Via Internet TV

NHK on Demand is prepping for a December launch in Japan, offering viewer a chance to check out older programming at their leisure. Available via PC, the acTVila service or J:COM On-Demand, there should be about 1,000 programs available at launch, with 1,000 more added every year afterwards, in high definition where applicable. Beyond just old catalog stuff, morning television, nightly news and prime time programming from the past week will be available, for a fee. NHK expects the VOD biz to operate at a loss for the first few years but sees profits far off once things are all set up. Remember the old days when you just had to watch what was on TV right then?