Apple has reached a podcasting deal with US cable network the Sundance Channel.
The deal means content from the network will be exclusively available through Apple's iTunes, when podcasting features are added to the application.
AdAge notes that the deal "gives iTunes one of its first exclusive podcast partners and inches Apple's iTunes operations - originally created as a music distribution hub - toward becoming a broader, radio-like media entity."
The podcast-ready iTunes is expected to ease the process of creating and distributing podcasts, will offer a directory and have an editorial team dedicated to identifying the best podcasts, Apple CEO Steve Jobs has previously revealed.
“For us Apple is absolutely a like-minded brand in the way they position themselves,” said Kirk Iwanowski, senior vice president for marketing at Sundance.