Apple has begun experimenting with a subscription model for TV shows in the US.

The company this week introduced a new 'Multi-Pass' service, which lets users buy TV shows on a monthly basis. Only two shows are available using Multi-Pass at present, 'The Daily Show with Jon Stewart' and 'The Colbert Report'. Both shows come from Viacom's Comedy Central unit.

Fans of either show can subscribe to buy the next month's series of 16 episodes for $9.99, rather than the usual $1.99 fee. Viewers can download each episode after it is broadcast.

Last week reports emerged that claimed Apple to be inching closer to launching a movie download service. These reports added that Apple may be forced to cede to movie studio pressure and offer both a la carte and subscription-based movie sales through iTunes.

Apple has so far avoided entering the market for music subscription services.