SanDisk starts free video service

SanDisk Corp. introduced Monday a service for downloading free and advertising-supported video from the Internet, which could compete with Apple Inc.’s iTunes.

Milpitas, Calif.-based SanDisk said its new system, called Fanfare, served as a companion to the Sansa TakeTV PC-to-TV Video Player, a pocket-sized device it also introduced Monday. The media player lets users save videos downloaded onto a personal computer and move them to a traditional television.

Fanfare, now in the early “beta” stage, will be launched as a full version early next year.

SanDisk’s device and online service arrive as consumers are exercising more control over when they watch TV programs, with many viewing shows on PCs or portable media players.

Apple’s iTunes, though still dominant, is expected to face a tougher time as big media companies increasingly avoid the music industry’s mistakes by offering content free or at cheap prices.