So I'm trying out the UK Virgin's pay-per-view Movie service. It's pretty good, apart from trying to find a movie again if you have paused it to watch TV for a bit. You'd think they'd make it easy to find, but the only way I've found so far is navigating the whole buying system again until you find it.
Anyway, just a thought here: if it were me, I would not put a 24-hour time limit on the pretty expensive movie "rental" service (5 pounds sterling for premium movies!). I would not even put a 48-hour limit on it, or a week. I would not put a time limit on it at all, merely specify one viewing (maybe two for a small extra fee).
I think people would buy more films. Since there's no pressure to finish a movie, they can rent a second one before having finished the first one if they feel like a different type of movie at the moment. But when you have a time limit, you'll want to finish the movie you have bought, otherwise it'll expire and you've wasted money.
I don't see any upside to the time limits, either for the audience or the providers.
It seems I can record two HD programs, while watching a third, and at the same time keep my very fast broadband connection going. I think that's pretty impressive bandwidth there.