Arts programme The South Bank Show has become the first full-length ITV show to be made available for downloading.
There are plans to make the show's archive of interviews available
The video podcast has been unveiled alongside the new series of Melvyn Bragg's long-running programme.
Twenty-minute interviews are currently available free of charge. ITV has previously produced only audio podcasts and video clips from the show.
The broadcaster says it intends to have a full downloadable portfolio available early next year.
A spokesman said: "We chose The South Bank Show because it is the kind of programme that people would want to go back to and see again.
"We are looking at making the entire archive of interviews from the show, including landmark ones like John Lennon, available to download.
"This would be a superb resource and is something Melvyn Bragg is very enthusiastic about."
The new series of the South Bank Show will include interviews with Robbie Coltrane, Victoria Wood, George Michael, Irvine Welsh, Nick Park and Damien Hirst.