It seems the ebooks and video rentals option may be available only in the U.S. for now.
As quoted from Google Mobile Blog,
You’ll be delighted to find we’ve overhauled Android Market to make it faster, easier, and more fun to discover great apps, movies, and books. We’ve created more space to feature some of the most interesting content of the week on the home page. We’ve added more top charts, with newer, more relevant items, and we’ve made it easy to swipe through these charts as you browse the store. We’ve also introduced new collections of great content, like staff picks and Editors’ Choice apps.
» A new Android Market for phones, with books and movies | Official Google Mobile Blog