First thing Friday morning, before anyone showed up to rent a television for the Super Bowl, Deborah Williams walked in the door of the Rent-A-Center store under the Broadway el in Bushwick, Brooklyn. She was delivering $109 in cash, her February payment for a 27-inch television that she is buying over time.

If she does not miss any payments, she will own the television by the summer, for a total of about $900. Such televisions can be bought retail for well under $400, but that would require more money than Deborah Williams can put her hands on at one time.

This is a big week in the television rental business. Fliers were slipped under the doors at the Astoria Houses in Queens that urged people to hurry to the Rent-A-Center on Steinway Street so they could have a big new TV for the football game. Among the offers was a 40-inch Bravia, with payments of $47.51 a week. In 117 weeks, the customer would own the set outright, for $5,558.

If this were set up as a loan, the interest rate would be 71 percent and illegal under the usury laws. But this deal is called “rent to own.” In all other particulars, it is much like a subprime mortgage for pull-out sofas and television sets.