Report: iTunes to offer TV rentals for $0.99 per episode?

by Stevie Smith - Jul 12 2010, 09:04

According to a NewTeeVee report citing unnamed “sources,” Apple is busy trying to hammer out a cloud-based content deal with television broadcasters that would enable it to offer rental streams of popular shows for just $0.99 USD per episode.

Apple currently sells standard definition and high-definition TV episodes to iTunes customers for $1.99 USD and $2.99 USD respectively. Streaming such rentals would bring the Cupertino gadget giant in line with similar delivery methods on offer via rival services such as Netflix and Hulu.

If the report proves to be accurate, iTunes users would have 30 days to begin streaming their rented content, and would be able to enjoy repeated viewings for a period of 24 hours after they first press play – much in the same way as with current iTunes movie rentals.

Word of Apple’s possible intent comes after Hulu launched Hulu Plus at the end of June, presenting a subscription-based service that charges $9.99 USD per month in return for complete access to full seasons of popular TV shows.

However, while the power of iTunes means Jobs & Co. will be able to provide Apple-branded devices with cable shows not necessarily available through Hulu’s premium service (i.e., AMC’s Mad Men and HBO’s True Blood) the latter offers more wide-ranging support where host platforms are concerned.

As things stand, Hulu Plus is supported on PC and Mac, along with a range of Samsung, Sony and Vizio TVs and Blu-ray players, the Microsoft 360 and Sony PlayStation 3 videogame consoles, and also Apple-branded devices such as the iPhone and iPad.

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