Apple's iTunes service now hosts TV shows from ITV, which joined Channel 4 and the BBC on the store this morning.

"Enjoy the best in award-winning drama, comedy, entertainment and cult classics from ITV and Granada Ventures," a note on the iTunes Store says, promising new shows to be added in future.

Available shows include Lewis; Goodnight Mr. Tom; Brideshead Revisited; Cold Feet; Captain Scarlet and The Saint.

Additional programming will follow throughout the year, including The Prisoner and adaptations of Jane Austen's Northanger Abbey and Emma.

"We want to give viewers the opportunity to watch their favourite shows wherever they are. ITV has thousands of hours of classic content in the archive which we are bringing to a whole new audience via iTunes," promised Dawn Airey, managing director of ITV Global Content.

"Our strategy is to deliver 360 degree value for our content on multiple platforms, and in multiple territories, and our partnership with Apple is a demonstration that we are delivering on that strategy,” Airey added.

The iTunes deal is the first ITV has agreed that to include non-film programming.

In related news, Apple is also hosting sales for several shows nominated for British Academy of Film and Television Arts (BAFTA) Awards this week, including: Gavin and Stacey; Skins; Peep Show; Spooks; Life on Mars and Fonejacker.

Unlike most of the rest of the catalogue of shows available through the service, entire series of these BAFTA-nominated shows are available from the store at a discount on the cost of buying individual episodes.