• by Gavin O'Malley  @mp_gavin, January 27, 2006

A host of shows from Viacom's cable networks--including MTV, Comedy Central, and Nickelodeon--were added to Apple's iTunes music store on Thursday. The pay-to-play model on iTunes--fast becoming a mandatory outlet for all content owners--represents just one of several strategies that Viacom is presently exploring.

For $1.99 each, consumers can download complete ad-free episodes of MTV's "Beavis & Butthead" and "Real World/Road Rules Challenge"; Comedy Central's "South Park" and "Drawn Together"; and Nickelodeon's "SpongeBob SquarePants" and "Dora the Explorer," among others.

Many of Viacom's networks already offer their programs in their entirety on DVD, or in selected bits and pieces on broadband video channels, as in the case of MTV's "Overdrive," VH1's "V Spot," and Comedy Central's "MotherLoad". The broadband channels' content is packaged with 15- and 30-second pre-roll advertising.

The different distribution channels are meant to complement one another and give consumers additional options, said Michele Ganeless, Comedy Central general manager and executive vice president. "Our goal is to be everywhere," said Ganeless, adding: "TV is not the only driver anymore."

The Viacom-owned programs join iTunes' growing cache of big-budget entertainment. Disney's ABC was the first to get on board, offering its two prime-time hits "Desperate Housewives" and "Lost" when Apple debuted iTunes' video store last October.

Then in December, NBC Universal loaded up iTunes with many of its current offerings--"Law & Order", "Late Night with Conan O'Brien", "The Office"--plus a collection of archives including "Knight Rider", "Alfred Hitchcock Presents" and the original "Dragnet".

Speaking earlier this month at the company's annual Macworld show in San Francisco, Apple CEO Steve Jobs said iTunes has sold eight million videos since October.