NBC Says AppleTV $0.99 Show Rental Price Would “Devalue” Their Content



Apple’s new, iOS-driven AppleTV is largely selling itself to consumers as a box that will allow them to stream all of their favorite television shows for 99-cents a pop whenever they want, but that price point is facing some notable resistance from network executives, and may quickly inflate once the device begins shipping at the end of the month.

Although Apple has inked deals with News Corp’s Fox and Walt Disney’s ABC to make shows available for $0.99 when the AppleTV launches, NBC Universal Chief Jeff Zucker does not intend on following suit, claiming that the price point was setting the bar too low.

“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.