National British network ITV is adding downloads to its online music offering.

Digital music service provider 7digital has partnered with ITV to power the broadcaster's new download store, at www.itv.com/music. London-based 7digital boasts a licensed catalog of 1.75 million titles.

ITV's beefed-up online music section also houses the "Music Confidential" area, which promises to offer music news, clips of exclusive artist interviews, and complement the channel's on-air music specials with behind-the-scenes footage from such shows as "The Kylie Show and "Westlife on Demand."

ITV executives say the initiative reflects the growing importance of music in the network's overall programming.

"With its ability to reach and touch so many people, music is a perfect match for our site," comments Annelies Van Den Belt, ITV managing director, broadband, "and, teaming up with ITV's broad range of music programming, will cater for all musical tastes."