I really don’t know what the developers for the NowTV.com interface are doing these days or who is instructing them. The whole experience was not a particularly pleasant one before - with a still separate pop-up window player which has very poor connectivity and continuity with the main video library. You are kind of OK if you just want to watch the next episode in the series, but totally stranded if you wan’t to switch to something else.
The arbitrary problem with video ...
I was a little sad to see that Google TV failed to take off, as I really saw it as the perfect solution to my viewing requirements. I spend most days and several nights working on my 27" iMac, which has ended up as my proxy television set as well. I am so grateful to the various terrestrial TV on-demand services, best exemplified by the BBC’s iPlayer, but pretty much every major terrestrial Channel has one now:
BBC - iPlayer
ITV - ITV Player
Channel 4 - 4 on Demand (4oD)
Channel 5 - Demand 5