iTunes TV shows

Now that Jay Leno & Conan O’Brian are available on iTunes, how am I supposed to buy the shows? No, I’m not located in the US.
There’s a really cool, weekly podcast-like show called iSchmidt available in the German iTunes store. How do I subscribe to the show? Does the iTunes music store expects me purchase every show every week?
It would be very cool if I could subscribe to a weekly show (like iSchmidt or Conan O’Brian) and my credit card would be charged if and only if I actually listen to or watch the show.

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