• NewTeeVee, Friday, July 9, 2010 10:42 AM

Think of it as iTunes for your TV. Apple TV will sell individual TV episodes for 99 cents, sources tell NewTeeVee. "According to sources, Apple is trying to get TV programmers to let it rent individual TV shows for 99 cents each, as opposed to the $1.99 it receives for sales of standard-definition episodes and the $2.99 it gets for selling HD episodes."

The TV rental program would work in much the same way that movie rentals now work through iTunes -- once an episode is purchased, the consumer will have 30 days to start watching the video. And once started, the TV rental will be available for 24 hours before it expires. However, "Unlike its current TV and movie sales through iTunes, the new service will move content into the cloud." Also of note, Apple's reported entrance into the TV rental market follows the lead of Hulu and its paid subscription service Hulu Plus, which gives users access to full seasons of many broadcast TV shows for $9.99 a month.

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