The service, however, could also become an enticing target for Hollywood legal eagles with an eye out for copyright infringement.
Indeed, TVUPlayer, offered by a Chinese company called TVU Networks, looks to some like it could draw legal challenges similar to those faced by the early Napster peer-to-peer service, which became a pinata for litigious lawyers because of what some described as copyright violations on a massive scale.
TVUPlayer transmits TV shows, including pay-for-view broadcasts, from U.S. and international broadcasters such as ABC, HBO, the Disney Channel, The Comedy Channel, Al Jazeera and Telecapri Sports of Italy.
It's easy to see why it's becoming popular: In addition to a big selection, the TVUPlayer's pictures are usually clearer than the choppy and grainy images that often mark streaming video. Viewers can't upload their own videos.
But copyright experts say that unless TVU Networks executives have permission to use the content they transmit, the company can't legally rebroadcast the shows. And representatives of three organizations whose content was found on the TVUPlayer said they don't have any deals with TVU Networks.
Matt Bourne, a spokesman for the National Basketball Association said TVU Networks is transmitting NBA TV without the league's permission.
"We are aware of the site," Bourne said. "We are working to explore our options in order to determine an appropriate course of action, including talking with other content owners."
When asked whether TVU Networks is authorized to stream Disney's content, Karen Hobson, a spokeswoman for the studio, said, "You can only get Disney Channel shows on iTunes (for download) or from our own Web site."
An HBO spokesman also said HBO programs aren't legally available anywhere on the Web.
Not a lot is known about Shanghai-based TVU Networks, which did not respond to interview requests. It's one of many start-ups trying to cash in on Web video, a sector that's bound to grow in the wake ofof video-sharing phenomenon YouTube. At the same time, online video, especially in the video-sharing segment, has been . YouTube, Grouper and Bolt.com have been named in recent lawsuits that accuse them of copyright violations.
The TVUPlayer appears to have gained attention in the United States following the 2006 FIFA World Cup tournament in Germany. Thousands of soccer fans downloaded the software in order to watch matches not available on U.S. stations.
More importantly, TVU Networks has made watching online programming as easy watching a TV. After downloading the TVUPlayer, a menu appears with anywhere from 40 to 50 channels. Among the available channels available on Friday were Comedy Central, Animal Planet and the CNBC broadcast in India.
"Consumers will be able to watch free live channels from around the globe, as well as subscribe to pay channels and pay-per-view events," said a statement on TYUNetworks.com, the company's Web site. "TVU Networks brings you programs from around the world that you can't get from your local cable and satellite providers."
Blogs reporting on the TVUPlayer's popularity have noted the questions about the service's legality. Because TVU displays each broadcaster's commercials, some early reports have said TVU Networks is operating in a gray area of the law.
But some lawyers think the law is fairly clear-cut.