London - Apple on Wednesday launched video downloads at its U.K. iTunes Store, initially offering American TV shows from partners including ABC, and MTV Networks' Nickelodeon, MTV and Paramount Comedy.

Full-length TV episodes will sell for $3.81 each in the U.K., nearly twice as expensive as the $1.99 price tag in the U.S.

Among the 28 shows available at launch are "South Park," "Grey's Anatomy," "Laguna Beach" and "SpongeBob SquarePants."

"This is an important step forward," said Mika Salmi, President of MTV Networks Global Digital Media.

"We already have programming and content on 35 mobile TV stations, 284 online properties and 141 TV channels. iTunes is a natural progression for us in the global roll-out of content on digital platforms from all our brands, increasing customer choice and boosting international and digital revenues."

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http://www.apple.com/uk/itunes/store