Los Angeles - NBC (NYSE: GE) has followed though on its threat to pull all of its TV shows from Apple's (NASD: AAPL) iTunes Store, after the companies were unable to negotiate a new contract and the current one expired over the weekend. The companies had been unable to reach an agreement on variable pricing for programs, and other issues.

The move by NBC affects nearly 40% of the video content available on iTunes, or more than 1,500 hours of shows like "The Office," as well as content from NBC-owned networks such as Bravo, USA, Sci Fi, CNBC and Telemundo.

NBC will instead offer its video for sale through Amazon.com's Unbox, and for ad-supported streaming via its own NBC Direct, and Hulu joint venture with News Corp.

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