Warner Brothers Entertainment, Inc. CEO Barry Meyer said that his company decided not to join Apple for the 99 cents iTunes TV show rentals deal because they believed the price was too low and “would have hurt sales of full seasons.”
Meyer said that he preferred Apple’s current $2.99 TV show purchasing model through iTunes. This way users can keep the show and studios can keep the profit. Apple launched the new $0.99 TV show rental service on September 1st. Apple’s current $0.99 TV show rental partners include BBC America, News Corp., and ABC.