What format video does itunes play?

i want to download video onto itunes so I can download onto my iPhone and watch, however i don't want to have to pay for it.
what format do i have to download for it to be compatiable?

Copied from this link.
http://www.apple.com/iphone/specs.html
+Video formats supported: H.264 video, up to 1.5 Mbps, 640 by 480 pixels, 30 frames per second, Low-Complexity version of the H.264 Baseline Profile with AAC-LC audio up to 160 Kbps, 48kHz, stereo audio in .m4v, .mp4, and .mov file formats; H.264 video, up to 2.5 Mbps, 640 by 480 pixels, 30 frames per second, Baseline Profile up to Level 3.0 with AAC-LC audio up to 160 Kbps, 48kHz, stereo audio in .m4v, .mp4, and .mov file formats; MPEG-4 video, up to 2.5 Mbps, 640 by 480 pixels, 30 frames per second, Simple Profile with AAC-LC audio up to 160 Kbps, 48kHz, stereo audio in .m4v, .mp4, and .mov file formats.+
There are 3rd party utilities available that "rip" content into a compatible format - most include an iPod and/or iPhone format selection. If a video plays in iTunes, iTunes includes an option to convert a selection for iPod/iPhone.

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