• Fast Company, Tuesday, December 22, 2009 1:49 PM

The Wall Street Journal reports that both CBS and Disney are expressing interest in Apple's proposal to stream subscribed TV content via iTunes. According to sources, Apple has been in talks with multiple networks. Calling it "Cable TV's Appleocalypse," Fast Company says the rumor makes sense on many levels, starting with the fact that Apple and Disney have had close ties for years, and Steve Jobs is still Disney's largest single shareholder.

Meanwhile, Apple's recent purchase of streaming-content provider Lala would give the company much-needed expertise on wiring streaming content into iTunes. From the networks' perspective, meanwhile, Apple is a leviathan with millions of singed-up iTunes users: If it can stream TV shows (or a selection of shows from the network's archives) to these users, they may constitute a new audience.

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