Apple launches its own video downloads service in UK. This means that fans of different US TV shows like Desperate Housewives or Lost will be able to download episodes. The start marks 28 series available for users and the company is promising more will come soon. Apple will charge iTunes customers with £1.89 per episode.

BBC and Channel 4 currently offer such services but the problem is they are catch-up offers. Anything bought via iTunes can be kept. The content available from Apple iTunes stores can be watched on widescreen TV (thanks to an add-on peripheral Apple TV), normal TV sets and iPods. The same video download service was launched in the US two years ago and it had mixed success. Mark Mulligan, an analyst for JupiterMedia declared:

“Video content in the US has clearly not been as strong as music in terms of both the breadth and depth of what is available and in terms of how much is being sold. It is a natural partnership and UK companies have shown a willingness to experiment with online video distribution but a lot of questions remain over things such as usage rights and how to differentiate content”

Although such an addition to the UK iTunes store is important, music will still be the number one revenue bringer. A partnership with Channel 4 and BBC is the right way to go for Apple. It will be interesting to see how things will go.