Major US broadcasters have turned down the chance to offer 99¢ rentals though the new Apple TV, saying that the price is too low.
Apple introduced the new streaming media box earlier this month, with several broadcasters including ABC, Fox, Disney an BBC America already signed up to the new rental store.
But Comedy Central-owner Viacom and NBC, whose best known shows include The Office and America’s Got Talent, have declined.
“The 99-cent rental is not a good price point,” said Viacom chief executive Philippe Dauman. “We value our content a lot. We don’t think Apple has it quite right yet.”
It is a similar message from NBC Universal chief executive Jeff Zucker, an early opponent of selling TV shows on the iTunes Store, who only gave in — and then under duress — when it became clear that the service was going to be a success.
“We do not think 99 cents is the right price point for our content. We thought it would devalue our content.”
The other major US television company, CBS, has said it will wait to see how popular the service is before committing.
Apple chief executive Steve Jobs said during the Apple TV relaunch that he thinks the absentee broadcasters will be won over.
“We think the rest of the studios will see the light and get on board pretty fast.”
TV rentals are not yet available on Apple TV in the UK and Apple has yet to say when they will appear and at what price. Currently owners of the £99 box can stream content from iTunes or rent movies directly from £2.49.
