updated 05:10 pm EST, Mon February 6, 2006
Networks credit iTunes
Networks are beginning to see the fruits of their digital content distribution plans with iTunes, as some executives are crediting iTunes with increasing viewership. Reuters reports that the executive producer of "The Office," praised NBC's for pushing the envelope with its iTunes relationship and has credited iTunes with boosting broadcast viewership: "Nobody will disclose numbers for these television downloads. It's easy, however, to keep an eye on the iTunes download chart, which usually shows NBC's The Office as the top full-length program, followed by ABC's Lost and Comedy Central's South Park. Producer Ben Silverman said that The Office was helped by users who discovered the show when they were browsing to find something to put on their new device and that he was confident that eroding audience or invading any of the existing windows, due primarily to their portable and on-demand nature.