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Fox, others rumored in talks for 99-cent iTunes TV rentals

updated 03:55 pm EDT, Tue August 24, 2010

Fox negotiating 99-cent Apple iTV rental deal

Leaks of 99-cent iTunes TV show rentals gained credibility on Tuesday as a new source claimed that Apple is deeper into negotiations. Fox's parent company News Corp., as well as "other media companies," are understood by Bloomberg to be hashing out deals for the plan, which would give one or two days of viewing at half the price of a purchase. CBS and Disney, where Jobs has a seat on the directors' board, are also considering adopting the strategy.

The news outlet also reiterated rumors around the iTV. It would cost just $99 as it would have "smaller hard drive," actually a flash drive, and would rely much more heavily on streaming than locally stored media. More detailed rumors have asserted that it would still stop at 720p, but it would run a variant of iOS and could have an app platform.

Apple's usual, annual music event may take place on September 7 to show off the iTV and possibly the 99-cent rentals, but it's unknown if Apple will have both ready in time.

Apple has long tried to minimize Apple TV as a "hobby" in a market it didn't think was ready. Jobs at the D8 conference this year blamed cable TV boxes as they're often given away for free. However, he also hinted that Apple was growing serious about the idea and that the solution was a complete overhaul of the concept of viewing TV and to avoid devices that simply serve as Internet-aware DVRs, like TiVo boxes.

Competition has heated up primarily due to Netflix, whose unlimited viewing has made regular movie watching an option on many Blu-ray players, TVs and game consoles. Apple now also has to face the looming concern of Hulu Plus on TVs and could use 99-cent rentals to provide a more competitively priced alternative.

By Electronista Staff


  1. hayesk

    Professional Poster

    Joined: Sep 1999


    TV Show rentals are a good idea

    I like this idea. If I miss an episode, I don't mind ponying up 99cents to catch up. Most shows I'm not going to watch over and over, so I'll save a few bucks by renting.

  1. testudo

    Forum Regular

    Joined: Aug 2001



    Just go to hulu and watch it there.

  1. leamanc

    Fresh-Faced Recruit

    Joined: Oct 2003


    Right direction

    This is a step in the right direction. They really need to come down on the season passes too. I would buy several of these if they weren't quite a bit more than DVD season sets. Granted, you have to wait for the DVD sets, but when I can pick them up at WallyWorld for $29.95 a few months down the road, iTunes' $49.95 for HD downloads don't look too attractive.

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