It is the same product that Jetblue has whereby the passengers were watching the live broadcast of the stuck landing gear.
Not only is it the same product, i believe it is quite literally the same systems. JetBlue are upgrading thier a/c with larger screens, and DJ have purchsed thier old ones for installation on our a/c. This may seem a little odd in light of the fact that Neelman and Branson are supposedly mortal enemies (made worse by Virgin US).
IFE is currently available for hire on the international network in the way of Digiplayers. I think they are $12 per sector to hire.
Not sure if they are available on the domestic routes.