Eirik Solheim alerted me that Norwegian Broadcasting is embracing BitTorrent:
As one of many ways to reach people with our content we have decided to do an experiment and make one of our most popular television series available through BitTorrent. The files are MPEG4 H.264, 1024×576 25fps, 3 Mbit/s. No DRM.
Spreading brand awareness online without investing in hosting and bandwidth. What more could a network ask for? Oh yeah, ad revenue. ;)