Computer and consumer electronics specialist Apple Inc. has today revealed that UK-based users of the iTunes Store, its hugely popular music and media download portal, are to receive singularly purchased versions of top-flight television shows hailing from the United States.
More pointedly, those UK-based media lovers that choose to download via the iTunes Store will now be granted access to a wealth of leading television content following a deal struck between Apple and the likes of ABC, Disney, Paramount and Nickelodeon.
Open for viewing on both PC and Mac systems, iTunes Store users can look forward to feasting their eyes on top shows including Lost, Desperate Housewives, Grey’s Anatomy, South Park, Ugly Betty, and Commander in Chief, along with many others.
The iTunes-based content, which will cost £1.89 per episode, will also be viewable via Apple’s iPod (video capability required), and also through traditional television sets via the Apple TV set-top box system. It is also expected that the content will be available for the Apple iPhone, which is due to arrive in the region before the close of 2007.
However, while iTunes users are likely to be thrilled at the news, industry analysts are suggesting that certain British broadcasters might not be so happy to see their own digital download services now facing a formidable challenge from California-based Apple.
Speaking to Guardian Unlimited , Aresh Amel, a senior analyst and head of broadband media at Screen Digest, claimed Apple’s move will be viewed as "a massive threat to the commercial broadcasters." Amel singled out Channel Four and Channel Five as being particularly vulnerable to Apple’s downloadable content, as they have both launched similar services of their own.
"It should also provide a significant challenge to Sky's attempts to sell downloads via the Sky Anytime platform," added Amel. "The basic concept means that if you miss a show one evening, you can buy it to watch on your iPod on the commute the next day."
Despite analyst concerns that Apple’s content might be short lived if UK broadcasters insist that US studios include download-to-own rights in with the massive outlay fees currently paid for first-to-run rights, it would appear that Apple only intends to widen its service.
Eddie Cue, VP of iTunes, enthused that Apple is "thrilled to bring TV programming to the iTunes Store in the UK." He also noted that some 28 quality shows are due to open the service with many more expected to join the downloadable ranks.
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