• by Wayne Friedman , February 19, 2010

CBS might be changing the financial formula of digital offerings for its TV shows. The biggest change is ceding to Apple's push that TV content on iTunes be priced at 99 cents.

"There are certain shows that will be sold on Apple for $0.99, I don't know yet which will be -- and we will talk to them about it," says Les Moonves, president and chief executive officer for CBS, during an earnings call.

Moonves also noted that digital advertising inventory loads of its TV shows may change as well.

"We are experimenting..." he said. He noted that the move to authentication of TV consumers -- via their cable, satellite or telco monthly programming packages under "TV everywhere" efforts -- "would involve the same [ad] load that is on the network with similar pricing."

For CBS, many of these digital efforts are still a trial process, Moonves said, and unlike other TV providers, it is content with this approach: "We are happy we are controlling our own content."

CBS iTunes news comes about a week after reports said Apple was making headway in pushing broadcast and cable networks to cut their pricing of TV episodes from $1.99 to 99 cents. Executives say Apple's TV business has flattened out recently, hoping the lower price will stir sales.

In the past, TV content providers like NBC Universal wanted to offer promotions and package deals of TV shows, which Apple resisted. Executives say Apple wants a more uniform approach to its pricing for all its TV, music and entertainment content.

Apple plans to keep its $2.99-a-show price for its high-definition TV episodes.