Apple TV: Time Warner boss slates 99c rentals

CEO claims Apple can't justify low price

Time Warner joins NBC in battle against bargain basement Apple TV rentals.

Us Brits might not be able to rent shows using the new Apple TV. But the fight over 99c rentals across the pond is starting to get feisty, with Time Warner now joining NBC in saying no to Apple’s plan for cheap rentals.

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In a speech in London, Time Warner CEO Jeff Bewkes said, “How can you justify renting your first-run TV shows individually for 99 cents an episode and thereby jeopardise the sale of the same shows as a series to branded networks that pay hundreds of millions of dollars and make those shows available to loyal viewers for free?"

Bewkes also said that Apple needed to meet criteria that help and support the making of the shows that they’re selling, as well as providing a killer experience for viewers. Apple has arguably fulfilled the latter and Fox and ABC both seem happy with the 99c price, with both networks having signed up at launch.

Last week, NBC bosses complained that Apple TV “undervalued” its programmes. It seems Apple will have to wait a while to get the full gamut of shows on its set top box. But don’t bet against Steve Jobs managing it.

Can Apple TV sustain such a cheap model? Let us know your thoughts on Facebook and Twitter.

Via TUAW