A California company with a novel approach for renting DVDs faces the prospect of a preliminary injunction against the service if a judge agrees the service is skirting copyright law.

Zediva promotes itself as a remote DVD rental service that avoids lengthy delays often imposed on online streaming and pay-per-view services.  The company allows customers to “rent” DVD titles the same they are released, remotely streaming the contents over a broadband connection.  Zediva says it literally has a bank of DVD players which customers can access and remotely control.  When a customer “rents” a DVD, a Zediva employee inserts the disc into a DVD player and gives each customer up to two weeks to watch the movie.  Because Zediva says only one customer can rent the physical DVD at a time, it is not skirting copyright or streaming laws. The service will even mail the DVD to a customer if they don’t want to watch it over their Internet connection.

Zediva argues it is using the Internet as a way to connect the DVD player to a renter’s television.  The company says it should not matter where the player is physically located, and because a customer can exclusively control the actual player during the rental period, it is not violating any laws.

Hollywood disagrees, and the Motion Picture Association of America promptly filed suit in April, claiming Zediva’s business model undermines its licensing agreements with online movie services.  The lawsuit claims Zediva is not paying movie streaming rights like other online movie services, and is not comparable to a traditional movie rental store because the company makes individual titles available for viewing by other parties as soon as four hours after a customer stops watching, even though they can return and watch the movie again for no additional charge for up to two weeks.

This week, the MPAA touted a potential new friend of the lawsuit — Cablevision, which filed its own amicus brief in the case drawing distinctions between its Remote DVR service and Zediva.  Cablevision is in trouble with some rights holders over its new Remote DVR, which records shows on equipment at the cable company’s offices and then streams the programming on-demand to subscribers’ TV sets.  Some contend Cablevision owes “per performance” license payments for every show watched over the service.  Cablevision has consistently argued to the contrary, suggesting the actual location of the storage system should not matter, so long as the recordings are made and watched by only a single customer.

But Cablevision’s brief shows the company has no interest in being connected to Zediva, arguing its Remote DVR service is not comparable to the pay-per-view business Zediva is running.

A judge is expected to hear the case early next week.

[flv]http://www.phillipdampier.com/video/CNBC Zediva Video Streaming Service 3-17-11.flv[/flv]

CNBC and the New York Times’ David Pogue tried out Zediva back when it was introduced in March of this year.  (3 minutes)