Apple turns on iTunes video subscriptions

Apple's iTunes video store 'multi-pass' costs $9.99 for 16 episodes

Apple has introduced a 'multi-pass' for its iTunes video store that lets consumers automatically receive new episodes of a television series as they are published.

The multi-pass costs $9.99 for 16 episodes, which amounts to four weeks of programming. This represents a 69 per cent discount over the regular fee of $1.99 per episode.

Two shows are already available, both broadcast by US cable channel Comedy Central. The Daily Show describes itself as "the most trusted name in fake news", and The Colbert Report is a Daily Show spin-off.

Apple has been slowly expanding the number videos it offers for sale since the launch of the iTunes video store in October.

Industry analysts had pointed to the lack of video subscriptions as a weak spot in Apple's offering.

The company has resisted calls to create all-you-can-eat subscription music plans such as those offered by Napster and Rhapsody.