Overnight, Apple has confirmed reports that content providers want in on iTunes, adding new shows from NBC, the SciFi channel and USA television to its US Music Store.
Shows include 'Battlestar Galactica', 'Monk', 'Law & Order', 'The Office', 'Surface', 'Conan' and 'Leno'. US users also enjoy access to vintage NBC content, including vintage Hitchcock movies and legendary one-man-and-his-car show, 'Knight Rider'.
Chat shows now available through the store include 'Late Night with Conan O'Brien' and 'The Tonight Show'.
These shows complement Apple's original ABC content offering, which includes 'Desperate Housewives' and 'Lost'. All the new clips cost $1.99.
And this is just the beginning. Apple is speaking with multiple media networks to arrange content deals for iTunes. The Hollywood Reporter confirmed this morning that ESPN is considering licensing its content for iTunes distribution. ESPN/ABC Sports president George Bodenheimer told the gathering at the UBS global media conference that his firm is "looking at that now".
Bodenheimer added that his network has changed, becoming "platform-agnostic" and "looking to distribute its content anywhere it can."
Apple is expected to officially announce the addition of new video content later today.