Everyone gets the Premium (live games and NFL Channel) features through 8/31. After that you need the $10 Vcast Videos feature if you downloaded the app after 7/22. If you downloaded it earlier, you get grandfathered for the premium features for the 2010/2011 season. Everyone gets the basic features free, which include news and live audio.
Unfortunately, I have no idea how it will be handled for customers who had the app early, but then for various reasons had to re download the app after the cutoff.