Is Warner Brothers' Day After US TV Watching App A Sea Change, Or The Same Old Media?

With this one app, is Warner Bros showing that it can change with the times?

So far, you can buy and watch Gossip Girl, Big Bang Theory, or The Vampire Diaries episodes the day after they air in the US, as well as download them for offline watching, or purchase the whole season at once. The first episode of each show is free, and then will cost $2.99 for standard definition, or $3.99 per high definition episodes. The full season price looks to cost a bit more than iTunes, as well.

Is this Warner Brothers offering something new, or is this just another way to try and lock up your content in a separate walled garden? I'm not seeing much of an advantage to using this app over iTunes, aside from watching the first episode for free. What do you think?

App Features Include:
• Offline playback: Download episodes directly to your device to playback at anytime
• Steaming playback: Stream an episode instantly over Wi-Fi
• Multiple languages: Watch the episodes in your language of choice
• Real-time news: Live Twitter and Facebook updates
• Explore WB catalog: Browse other app editions created by Warner Bros.
• Localized audio dubs and dynamic subtitles are available in certain languages.