The UK's first dedicated music-video online shop has launched called www.ilovevideo.com.

The site claims to have 99 per cent of UK independent labels signed up and although "independent labels" suggests second-rate material, big names like The White Stripes, The Prodigy and Fatboy Slim are onboard.

Only 100 music videos are currently available since it is a soft-launch of the shop but content will quadruple over the next month and the small operation is uploading new videos as fast as it can encode them.

Karl Badger, managing director of ilovevideo, conceded "we're not trying to compete with iTunes", which also has some music videos for download.

Unlike iTunes, ilovevideo.com videos are DRM free, which means you can play them on any device with no restrictions.

The files come in .wmv and .m4v file formats. Portable quality files are 30fps, 750Kbits/sec, 320x240 and weigh in at about 20Mbytes for £1.89

We wouldn't bother with these low res flicks but go for TV quality files instead, which are 30fps, 3200Kbits/sec, 720x576 and weigh in at about 90Mbytes for £1.99.

Video quality is better than iTunes' offerings but it's a shame the TV quality ones cost 10p more than iTunes.

Personally I'm drawn to "Weapon of Choice" featuring Christopher Walken; like anything Dick Van Dyke does, this video demands attention.