TUAW Rumour: iTunes UK to promote Channel 4 video content

So far, Apple Mac users (those not running Windows XP, that is) have been denied access to the back catalogue of UK TV broadcasters (apart from some free BBC programme material) for the sole reason that there doesn't appear to be a time-limited system of digital rights management available for Mac OS X in order to satisfy various programme rights holders.

All the available UK video on demand systems (BBC iPlayer, ITV Video Player, and Channel 4's 4oD) are currently for Microsoft Windows only (and specific versions of Windows/WMP as well), therefore any Mac OS X/Linux users as well as people still stuck using Windows 2000 or ME for whatever reason are denied access to this video content.

However this state of affairs could soon change if the latest rumours are correct: Channel 4 may be about to offer some of its 4oD content via iTunes shortly, but before Mac users get too excited this could just relate to selected programmes from the archive as opposed to the full catch-up service which would still require the aforementioned time-limited DRM system.

That is unless Apple have such a time-limited DRM system in the pipeline for iTunes, although a Mac-compatible plugin for the Microsoft system is apparently under development. As an added benefit, an iTunes solution would also be attractive to many PC Windows users as an alternative to the current Kontiki system used by Channel 4's 4oD.

If the 4oD iTunes rumour is correct, it will be interesting to see how quickly the BBC and ITV follow suit, although the BBC have been talking to Apple recently so they should be in a good position to either follow suit or hold back pending further Mac-related developments in relation to its own iPlayer.