Looking for a new distribution channel in the face of decreasing DVD sales — and new ways to leverage increasing consumer time spent online — Warner Bros. Entertainment announced it will start renting movies via the popular social networking site Facebook. The first offering will be the 2008 Batman hit, “The Dark Knight.” The choice was based largely on the fact that the film has already been “liked” by 3.9 million Facebook users.

The studio created the rental application independently of Facebook, so the films will be hosted and streamed by a third party.

According to comScore, Facebook was the sixth-most popular video site in the U.S. in January. Despite its growing popularity for streaming video, Facebook has not announced any plans to launch its own paid video service.

Some analysts responded to the news that Facebook could become a serious competitor for Netflix and other online video services.

IntoNow is a new iOS app that identifies and tags live TV shows in realtime, creating something similar to Shazam, but for television rather than radio. Users press a button on the app interface while viewing a television program and, with the aid of a platform called SoundPrint, the app uses the program’s audio for identification within 4-12 seconds. The results appear on the iPhone or iPad screen and can be shared via social networking entities such as Facebook or Twitter, or can be added to a Netflix queue.

Engadget has a video demo where the user is watching CNN on a laptop (place-shifted via SlingBox), and uses the IntoNow app on an iPad to identify the TV stream. Based on the sharing features, users can also see what their friends are watching, check out program info for selected shows, and even leave comments. Social interaction is taken to the next level with push notifications in which the app lets users know when their friends are viewing the same content.

This is yet another step toward media content sharing that may significantly impact consumer viewing habits. Engadget reports that the initial launch is iOS only, but the company has plans to tackle other platforms such as Android.

Related Forbes article/review: “IntoNow Just Foursquared TV. Can It Groupon Its Commercials?” (3/25/11)