ITV is the latest broadcaster to announce it’s making programmes available to download via Apple’s online store.
More than 260 hours of popular dramas, including Lewis, Cold Feet, and Brideshead Revisited, will be available on the iTunes site.
Programmes can be downloaded for £1.89 per episode and then viewed on a Mac or PC, video iPod or iPhone.
Other shows such as Inspector Morse, The Prisoner and The Saint will be put on the site later in the year.
Initially, there will be no current ITV programmes or series available on iTunes.
ITV global content managing director Dawn Airey said: ‘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.’
The move follows the BBC’s decision in February to put its programmes on iTunes.
TV on demand
But recently aired BBC programmes appear on iTunes only after they’ve been made available on the BBC iPlayer – the broadcaster’s free catch-up TV download service.
The BBC, ITV and Channel 4 are also planning to launch an on-demand content service later this year.
The service – which has the working title Kangaroo – will bring together more than 10,000 hours of the broadcasters’ current and archive programming in one place.
It will initially launch as TV on the internet but it is hoped it will eventually be available on TV sets.