When it comes to comedian Jon Stewart, Apple Computer Inc. is betting that one download won't be enough.

Yesterday, Apple's iTunes Music Store began offering downloads of Comedy Central's popular satiric newscast, "The Daily Show With Jon Stewart," and its comedic spin-off, "The Colbert Report."

But instead of just offering the shows a la carte, as it does with other new TV programs, Apple unveiled "Multi-Pass" — a way to buy a month's worth of shows for $9.99, nearly $22 less than the price of 16 episodes at $1.99 apiece. Four shows air every week and each becomes available after it airs.

Apple and Viacom Inc.'s Comedy Central Network executives described the new monthly pricing as a way to simplify the purchasing process — and ensure more consistent revenues.

"There are a lot of customers who love 'The Daily Show' and want to buy it, but they're not going to remember to come every single day and click 'buy,' " said Eddy Cue, Apple's vice president of iTunes.

Analysts predicted that the Cupertino, Calif. company's new pricing would appeal to television studios.

"It is for us part of our strategy of ubiquity ...," said Michele Ganeless, Comedy Central's executive vice president and general manager.