Having said that, it's not surprising that media companies are jumping into bed with Microsoft.
They can reach 9x% of their audience without having to develop their own DRM but can distribute it as they like - depending on IP addresses/subscription log-ins etc.
While Apple's going great guns with the TV shows in the US, the rest of the world is moving on... and in the absence of Apple licensing Fairplay or only allowing downloads through the ITMS, it's not really surprising that broadcasters are signing up with MS.
What's interesting is that BBC have said in the past (when discussing the iPlayer trial) that as a publicly funded broadcaster, they had a duty to support all platforms... I guess we'll see what that rhetoric is worth.