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NBC Universal Unlikely to Join Apple's 99-Cent TV Show Rental Program

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Reuters reports on comments from NBC Universal CEO Jeff Zucker suggesting that the studio is not interested in joining Apple's new 99-cent TV show rental program, citing concerns over pricing.
Offering NBC's shows for that price on the Apple TV service would undermine the value of their shows, he said.

"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.
Zucker's concerns over Apple's pricing proposition echo those of Time Warner CEO Barry Meyer shared in comments made late last week.

For the time being, Apple's TV show rental program includes only shows from ABC and Fox. Chase Carey, President of Fox parent News Corp, also confirmed earlier reports that the current rental program is only a "short-term test" before the companies involved decided whether to commit fully to the venture.

Article Link: NBC Universal Unlikely to Join Apple's 99-Cent TV Show Rental Program
 

OriginalMacRat

macrumors 6502a
Mar 9, 2007
571
832
NBC is also the lowest rated network.

This implies their execs don't know how to bring in viewers.

They should offer their shows on iTunes for 25¢ to bring in viewers.
 
Comment

Whaditis

macrumors regular
May 18, 2010
137
6
I give them about that much time as well before they have a change of heart
 
Comment

dwd3885

macrumors 68020
Dec 10, 2004
2,121
117
The AppleTV will fail if there are only two networks on there for rental. Go back to purchase, allow customers to save the content in the apple cloud, like Zune or Amazon Unbox.
 
Comment

axual

macrumors regular
Oct 31, 2007
212
2
Not surprising ...

These TV network guys are so last century. If they only knew how ridiculous they appear (it would make a great sitcom).
 
Comment

transmaster

macrumors 6502
Feb 1, 2010
295
5
Over rated

These TV executives have an over rated idea of what their shows are worth. I wouldn't even pay .99¢ for the lot.
 
Comment

spatlese44

macrumors 6502
Dec 13, 2007
371
27
Milwaukee
At three shows a night times 30 days a month, you could spend $90 a month. Cable and a DVR are less than that. On top of that, with the DVR, you decide how long you keep content within the limits of the storage available. There's something missing here. Do they get more money out of ads than $0.99 a show?

Really, what number are they expecting to get for a 43 minute show?
 
Comment

scottyboyh

macrumors newbie
Jun 19, 2010
4
0
$.99 is ridiculous. Renting TV shows individually is ridiculous. Why should we pay for what you can get for free?
 
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MagnusVonMagnum

macrumors 603
Jun 18, 2007
5,178
1,418
Devalue? It's free over broadcast and Hulu alike! 99 cents is a LOT just to watch a program ONCE (i.e. rental). They SELL the program for $1.99 and you can play it forever. How the heck is 99 cents too little money for something you watch and throw away??? These guys are nuts. TV rentals, especially from broadcast stations should be more like 40 cents, IMO.
 
Comment

184550

Guest
May 8, 2008
1,980
2
Looks like I'll be holding out for the newer seasons of The Office, 30 Rock and SNL to become available for streaming on Netflix then.
 
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rockstarjoe

macrumors 6502a
Jun 2, 2006
857
62
washington dc
I'm excited about the new AppleTV, but have zero interest in renting TV shows. If they did an all you can eat subscription to different channels I might get down with that, though.
 
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jlblodgett

macrumors 6502a
Apr 18, 2008
565
0
I don't understand why Apple tries to maintain such a stranglehold over pricing points of music / tv shows / movies / books / etc. Can someone explain why they keep the screws so tight on this type of thing?

Why does Apple care what price point things are set at? If NBC wants to charge $49.99 per episode and Apple gets 10% of the sale - what difference does it make?

This is a free market economy. Let them price things to where they thing the market will bear. I don't think there is so much price control on iPhone / iPad apps, is there?
 
Comment

dmm219

macrumors 6502
Aug 25, 2008
416
0
interesting game of chicken...who wins?

If all Apple ever gets on ATV is ABC and select FOX shows...it will fail faster than the first ATV.

If apple manages to sell them like hotcakes and the rental tv biz takes off, we'll see the networks cave.

Personally, my chip is on the networks winning this one...
 
Comment

transmaster

macrumors 6502
Feb 1, 2010
295
5
The AppleTV will fail if there are only two networks on there for rental. Go back to purchase, allow customers to save the content in the apple cloud, like Zune or Amazon Unbox.

I don't see how something that Steve Job's calls a hobby can fail. This is a long term project that may just take years more to come to fruition. I have to say I like Steve's long term view. :)
 
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cycomiko

macrumors 6502a
Oct 14, 2008
506
434
More examples of media companies cutting hteir own throats to achieve an unrealistic price point.

Then they wonder why their shows are torrented to death...
 
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