Independent Video ("That") For Sale on the iTunes Store

Variety reports on a new entity on the iTunes Store. Apple started selling "That" (iTunes Link) a 39 minute snowboarding direct-to-DVD action video by Forum Snowboards. According to the article this "is the first time iTunes has sold video content that didn't come from an established network, studio or distributor."

After 10 months of negotiations, Forum Snowboards accepted the $1.99 lower price point of the iTunes TV section, where the video is found.

"People are not buying DVDs the way they used to, and it's becoming increasingly easy to get (illegal) versions of our content online, so we're thrilled to be able to pioneer an agreement like this with iTunes," said Mike Nusenow, general manager of the Program, Forum's parent company.

While this only represents a single indie video, it opens up the doors for Apple to distribute other independent authors through iTunes.