iTunes video sales are going through the roof and media companies want to join the party.

Apple may have seen the rate of video downoads through iTunes double. American Technology Research Shaw Wu told clients: "We are picking up indications that sales have more than doubled since October 31".

On October 31 Apple revealed itself to have sold one million videos through iTunes in under three weeks.

Wu explains the strong sales to be attracting attention from content providers eager to source new markets. This follows recent reports claiming NBC, CBS, Fox and others have begun discussing links with online services, such as iTunes.

"While it is still early, we believe Apple is in a decent position to build as strong of a position in digital video infrastructure as it has in MP3 players," Wu said, predicting that new content alliances would emerge at Macworld Expo San Francisco.

The news marries Apple CEO Steve Jobs' October 31 statement, when he said: "Our next challenge is to broaden our content offerings, so that customers can enjoy watching more videos on their computers and new iPods."