iTunes TV Shows helping ratings for The Office

"NBC's 'The Office' delivered a 5.1-its highest ratings ever-last
Thursday among adults 18 to 49, a bump the network credits in large
part to the show's popularity as an iPod download." [via TVweek]
Preliminary results from testing around NBC's 'The Office" shows that the popularity of the series has increased since becoming available for download on iTunes. If stations start understanding that catering to people's needs and interests will only help the success of shows, we will see a flood of offerings from all networks. This continues to be an evolving medium for television consumption and how the industry is monotized in the future while consumors are pushed to meet a price point will be interesting. We may also see failing shows offered, since the cost of distribution via alternative methods such as iTunes is relatively minimal.