The new Apple TV “Take 2” software does not require a computer for downloading movies and content over the Internet.

Titles can be downloaded from iTunes Movie Rentals for $3.99 for new releases and $2.99 for other library titles. High-definition titles will be $4.99 for new releases and $3.99 for others. Apple TV will make movie downloads available for Macs, PCs, iPods, iPhones and television.

Existing Apple TV owners can get the new features through a free upgrade available later this month, while new customers can purchase Apple TV for $229.

More than 1,000 films are expected to be available from iTunes Movie Rentals by the end of February. New titles will be available 30 days after the DVD release. Once your purchase the title, you have 30 days to start watching, but once you begin watching the movie, only have 24 hours to finish it. Movies are available to watch within 30 seconds of downloading.

According to Steve Jobs,

“With the new Apple TV and iTunes Movie Rentals, movie lovers can rent DVD-quality or stunning HD movies from their couch with just a click of a button. No more driving to the video store or waiting for DVDs to arrive in the mail.”

Netflix’s new program will include a set-top box that provides entertainment via a high-speed Internet connection. No way!

The Netflix program is a partnership with LG Electronics, who will make the set-top box. How much, you ask, will the set-top box cost? Well, you know it won’t be cheap – while LG Electronics hasn’t revealed the cost, similar devices cost between $299 and $399.

Will the cost be worth it? Consider that you can instantly get movies rather than dealing with the mail service.

Netflix currently has a “Watch Instantly” option on their website (which includes 10 million movies and TV episodes), but the program requires subscribers to watch their selection on the computer.

According to Reed Hastings, Netflix’s chief executive officer: “It’s going to be very slick and easy. We want the TV experience to be very relaxing and not like visiting a Web site.”

The new Netflix/LG Electronics program could be rolled out as early as this summer or early fall.