Apple has quietly rolled out ITV television shows onto the UK iTunes Store today. ITV joins the BBC and Channel 4 who joined earlier in the year.
"Enjoy the best in award-winning drama, comedy, entertainment and cult classics from ITV and Granada Ventures," a note on the iTunes Store says, promising new shows to be added in future.
Shows currently available include: Lewis, Goodnight Mr. Tom, Brideshead Revisited, Cold Feet, Captain Scarlet and The Saint.
"We want to give viewers the opportunity to watch their favourite shows wherever they are. ITV has thousands of hours of classic content in the archive which we are bringing to a whole new audience via iTunes," stated Dawn Airey, managing director of ITV Global Content.
"Our strategy is to deliver 360 degree value for our content on multiple platforms, and in multiple territories, and our partnership with Apple is a demonstration that we are delivering on that strategy,” Airey added.