Networks wary of lowering iTunes TV show prices

Despite last week’s statement from CBS CEO Leslie Moonves that “certain shows” would be sold on the iTunes Store for $1, many networks remain wary of cutting prices in order to boost sales. The New York Times reports that Apple has been pushing for lower TV show pricing—sometimes desperately so, according to private remarks from some TV executives—in an attempt to line up content for the iPad. The networks, meanwhile, are said to be interested in making their offerings more attractive to Apple’s 125 million iTunes account holders. “We’re willing to try anything, but the key word is ‘try,’” said a TV network executive who requested anonymity. The report also states that Apple’s $30 a month subscription proposal has not been ruled out entirely, according to executives at two of the networks, although Apple has encountered significant reluctance to the plan due to its position as a direct competitor to traditional cable and satellite services.

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