From today, iTunes customers will be able to choose from a selection of ITV programming to purchase or download from the UK store.
There will be over 260 hours of ITV programming, including drama series such as Lewis, Inspector Morse and Cold Feet, classic children's show Captain Scarlet, plus cult shows like The Prisoner and The Saint amongst others.
All shows can be purchased from £1.89 per episode and then viewed on a Mac, PC, iPod with video or on a widescreen TV with Apple TV. Shows will also be available to purchase as complete series.
The deal was brokered by Steve Gallant, publishing director at Granada Ventures, part of ITV Worldwide.
"We want to give viewers the opportunity to watch their favourite shows wherever they are," said Dawn Airey, MD of ITV Global Content. "ITV has thousands of hours of classic content in the archive which we are bringing to a whole new audience via iTunes. 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."
The iTunes deal is the first that ITV has agreed that includes non-film programming.