Apple's adventures in video are only just beginning, but broadcasters are already queuing up to bring their content to iTunes.
Time Warner's HBO cable network CEO Chris Allbrecht last night confirmed that he wants to bring content from his channels to iTunes and the iPod.
Speaking to Reuters he described himself as "excited" by the opportunity, and that "at some point" he'd like to "have some arrangement with Apple".
This follows comments from NBC Universal head Ed Zucker this week in which the NBC chief promised to make more programming available through iTunes "over the next couple of weeks".
Apple opened December with the news that is has sold over three million videos through iTunes since October 12, and as broadcasters adopt the model the company is likely to see its video show catalogue grow ever-more compelling.