99 cent TV rentals coming to iTunes?

Apple is pushing TV programmers to allow it to rent individual television episodes for 99 cents each, according to a new report. Citing unnamed sources, NewTeeVee reports that the rentals would work in much the same way as current movie rentals, giving the customer 30 days to begin watching the program and 24 hours to finish watching once viewing has commenced. The report also suggests that the rentals will be streamed to users, instead of requiring a download, which would work well with the rumored, possibly iOS-based next-generation Apple TV. Apple will have an advantage compared to rival services like Netflix and Hulu Plus, the report states, because it will likely be able to offer some shows that aren’t available on the other services.