Los Angeles - Apple is interested in cutting the cost of most TV shows offered on its iTunes Store from $1.99 to 99 cents, Variety reported, citing three people familiar with the proposal.

Apple has argued that the price cut will dramatically increase sales, offsetting the decline in revenue from each individual sale.

Network and studio representatives told Variety they were skeptical of the proposal, although some were open to the idea of charging 99 cents for library titles -- if they were also able to charge more for newer, more popular titles.

Networks also expressed concern that 99 cent shows could cut into sales of full seasons of the shows on DVD.

Last month, NBC decided not to renew its contract with Apple, and its shows will soon disappear from the iTunes Store.

The companies reportedly could not agree on issues including pricing, piracy controls and bundling of programming.

Related Links:
http://www.variety.com/article/VR1117971505.html