TVWeek.com posted an interesting article yesterday reporting that though iTunes Music Store downloads constitute a very small part of overall viewership for the television shows offered there, indicates are that iTunes purchasers are new viewers. Concern that the iTunes Music Store would cannibalize TV viewership is legitimate, so this is an important finding.

(They never explain how they can tell however, so it seems suspect. Hopefully it is true; positive results will be likely to bring more TV content to the iTMS.)