Disney has confirmed plans to extend the partners through which it sells video downloads online - even while Fox rejects the notion.

Disney told the Hollywood Reporter that it has sold 1.5 million videos through iTunes so far, and is seeking new partners to distribute its content online.

A Disney executive described the iTunes service as "an important catalyst for where the business is going".

"The deal has exceeded our expectations in terms of how quickly the shows have been downloaded," said Tom Staggs, chief financial officer at Walt Disney, ABC's parent company.

However, Fox president of entertainment Peter Liguori is taking a "wait and see" approach. "In terms of the new technologies, it's so early," he said. "It's in the nascent stages in terms of what we can do with this.. We're taking a more measured approach to what works and what may not work."