Apple ready to sell TV shows for 99 cents

Apple Inc. is moving deeper into the video business. CEO Steve Jobs on Wednesday (9/1) took the wraps off a new Apple TV device that will let people rent TV shows for 99 cents each.

The previous Apple TV device, which cost $229, allowed for program purchases at higher prices. The new device costs only $99 and the TV shows will be rented, not owned, by the user. Disney’s ABC and News Corporation’s Fox have signed on as initial providers.

“When we put our shows on iTunes five years ago, it was revolutionary,” said Anne Sweeney, co-chair Disney Media Networks and president, Disney-ABC Television Group.  “Since then, we’ve continued to provide viewers with innovative new ways to access our programming, and today we’re proud to team with Apple on a rental option for fans of our shows,” the ABC boss said in a statement sent to RBR-TVBR after Jobs’ announcement.

The Wall Street Journal reported Wednesday that Amazon.com is planning to jump into the TV show delivery business as well. It is said to be planning a subscription service to deliver TV shows and movies via broadband.

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