by , 12:45 PM EDT, October 26th, 2005

Apple's experiment with adding video content to the iTunes Music Store seems to be turning out well. Apple executives are pleased with the performance so far, and told the Sydney Morning Herald that TV program sales have exceeded expectations.

Eddie Cue, the global head of iTunes commented "The result from video has been great, as has the customer feedback."

ABC seems pleased, too. It announced that negotiations are underway to clear the rights with musicians, actors and directors so that more shows will find their way on to the iTunes Music Store. More programming beyond Desperate Housewives, Lost and Night Stalker should be available by early 2006.

The popularity of video downloads has iTunes users outside of the United States wondering when they get to join in, and that's exactly what Australian's wanted to know at the launch of the Australian version of the iTunes Music Store on October 25.

Apple is keeping that information to itself. Mr. Cue said "It's something we just started in the U.S. and we have nothing to announce at this time."

Apple isn't sharing the numbers yet from video sales, but the open excitement among executives implies those numbers are fairly high. If that's the case, then Apple's expansion into the video market outside the U.S. can't be too far off, especially since people are buying video capable iPods all over the world.