The NBC CEO Jeff Zucker has made it plain that 99 cent rentals of NBC content are not in the cards for the media giant. Why? “We do not think 99 cents is the right price point for our content. [... I]t would devalue our content.”
The bean counters have spoken, and NBC has listened. Of course, you can still buy the episodes for $1.99 in iTunes and then stream them from your computer to your Apple TV, but that is not the vision that Steve Jobs laid out at the last Apple event.
I have a sneaking suspicion that 99 cents is actually the correct price point in that people would purchase so much more content at the price that it would more than make up for the lower per unit sticker listing. At $1 a shot, I would buy rent whole seasons one show at a time, something that I would never do at $2.
Whatever the logic, NBC is out, leaving Apple scrambling to find enough content to fill its new gadget.