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NBC Not Interested In Joining Apple 99-cent Rentals

Reuters is reporting that, according to NBC CEO Jeff Zucker, NBC won’t probably join Apple’s 99-cent rental program unveiled earlier this month. NBC thinks that 99-cent shows would “devalue their content”.

“We do not think 99 cents is the right price point for our content. … We thought it would devalue our content,” Zucker said at a Goldman Sachs investor conference.

He pointed to the fact NBC shows are already available for $1.99 for download on Apple’s iTunes service.

Similar comments were shared by Time Warner CEO Barry Meyer last week. So far, only ABC and  Fox have joined Apple’s rental program. Will this change before launch? Apple changed the music industry ten years ago, but the TV one is turning out to be a tougher one.

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Federico is the founder and Editor-in-Chief of MacStories, where he writes about Apple with a focus on apps, developers, iPad, and iOS productivity. He founded MacStories in April 2009 and has been writing about Apple since. Federico is also the co-host of AppStories, a weekly podcast exploring the world of apps, Unwind, a fun exploration of media and more, and NPC: Next Portable Console, a show about portable gaming and the handheld revolution.

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