Here’s an important development for both the major TV/movie conglomerates and Apple: NBC claims that the American version of ‘The Office’ has jumped to its highest-ever ratings due to downloads of the iPod Video version of the show (via Apple’s online store, iTunes). TV Week reports:

Such a connection between podcast success and broadcast ratings success is particularly significant because the NBC data is among the first available evidence of what network executives have been gambling on when striking their new media deals -that the new video platforms are additive because they provide more entry points into a show for consumers…

The iTunes offering is bringing new audiences to the show that would not otherwise have watched, said Frederick Huntsberry, president of NBCU Television Distribution. “Consumers have choices, and we are not reaching all consumers with one technology,” he said. iTunes is one way to bring fresh eyeballs to the network, he said, in particular the younger demo that uses video iPods.

And it’s not just one network:

ABC has also seen a ratings increase for its two most popular shows available on iTunes. Since they were added to Apple’s store in October, both “Lost” and “Desperate Housewives” are up versus the same period last year. “Lost” has seen its total audience rise 14 percent and ratings for adults 18 to 49 are up 28 percent. The total audience for “Desperate Housewives” is up 7 percent and 18 to 49 ratings are up 3 percent.

Will this multi-channel approach begin to catch on more broadly? Tom Parish:

It’s all about exposure to people, to get their attention in any of the various channels they connect to… Offer these options and you get people’s attention, which is more valuable than flashing banners and loud radio advertisements. Get a person’s deeper attention and they start wanting to know more - especially about ideas to improve the quality of their life, or more and different types of entertainment - like shows they didn’t think they had time to watch, but now that they can watch them on their own time, they do.

ABC and NBC actually make money on downloads in iTunes as an alternative delivery channel. And they get more people who missed the show originally deciding to watch the shows in prime time (or TiVo time). Who would have thought!

A fascinating process is unfolding here.