NBC first contracted with Amazon to offer its programs for sale to downloading devices like MP3 players. Now it is establishing its own downloading service, which NBC executives say they expect to become a viable competitor to iTunes. "With the creation of this new service, we are acknowledging that now, more than ever, viewers want to be in control of how, when and where they consume their favorite entertainment," said Vivi Zigler, the executive vice president of NBC Digital Entertainment. "Not only does this feature give them more control, but it also gives them a higher quality video experience."