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Apple: No concessions made to bring back NBC

updated 04:20 pm EDT, Thu September 11, 2008

Apple refutes concession

Apple did not make any concessions to NBC in order to get the network back on iTunes, says Apple's vice president for the iTunes Store. Eddy Cue refutes claims from NBC digital head JB Perrette, who on Tuesday suggested that Apple tailored its new pricing specifically to lure NBC. "Frankly, ever since we dropped our relationship with Apple last fall, they have made a gradual progression culminating in [Tuesday's announcement]," Perrette added.

Cue comments that while standard episode pricing is $1.99 on iTunes, Apple has always allowed networks to charge less for videos, citing 99-cent episodes for shows like South Park and Ice Road Truckers. Regarding HD content, Cue notes that the extra $1 fee is applied universally, rather than just to NBC files. "People can see [Showtime's] Californication in HD live right now on the site," he says.

The executive also defends against the notion that custom bundles were allowed for NBC. "If you look at some of the things we've done for holidays," according to Cue, "we've had holiday packages with shows with the right themes. We've done things in the past with big name actors so we've packaged those things in the past."

"We're glad to have NBC back," Cue muses, "and they are participating under the same terms with all of the other content providers."




by MacNN Staff

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Comments

  1. gambit-7

    Joined: Dec 1969

    +8

    NBC...

    NBC needs to shut the h*** up and take it like a good iTunes citizen. They were the idiots to begin with.

  1. climacs

    Joined: Dec 1969

    +4

    if NBC wants to think

    they got Apple to make concessions, let them if it makes them feel better. Those of us who have been following this story know that NBC has gradually walked back their former hardline position.

    It's the essence of successful negotiation: allowing the other guy to save face even if he's gaining little or nothing.

  1. rtbarry

    Joined: Dec 1969

    -4

    battlestar?

    please? does that come with the NBC/Universal package?

  1. ralphdaily

    Joined: Dec 1969

    -4

    Not Inconsistent

    NBC said Apple made progress to what they wanted and Apple said they did nothing for NBC that is not now available to others. It sounds like Apple eased up some but they did it for everybody. I don't see the conflict in the two quoted statements.

  1. vasic

    Joined: Dec 1969

    +4

    Not really

    There were absolutely no changes since NBC left. HD shows, when they appeared, cost $3 from the beginning. Bundling was done with Apple's approval and blessing before NBC walked. And cheaper episodes ($1) were available long ago. Apple gave in not an inch.

    It is important for the industry, and especially, for the consumers' choices, that this is known. Apple represents consumers here, and NBC represents corporate greed. Today, consumers have it their way and corporate greed will have to give in for now.

  1. garmonbosia

    Joined: Dec 1969

    +3

    let's cut the c***

    Zukker has had his a** handed to him on this whole Hulu thing. It's a face saving thing they're going through now. NBC needs iTunes more than visa versa. Apple comes out of this smelling like a rose and the only way NBC could avoid looking like a bunch of greedy pigs (sorry Sarah) would be to voluntarily use their new pricing freedom to drop the HD prices by a buck on their own. Yeah right.

  1. garmonbosia

    Joined: Dec 1969

    -1

    let's cut the c***

    Zukker has had his a** handed to him on this whole Hulu thing. It's a face saving thing they're going through now. NBC needs iTunes more than visa versa.

    Apple comes out of this smelling like a rose and the only way NBC could avoid looking like a bunch of greedy pigs (sorry Sarah) would be to voluntarily use their new pricing freedom to drop the HD prices by a buck on their own. Yeah right.

  1. pt123

    Joined: Dec 1969

    -2

    Hulu

    I am glad they will be keeping the shows on Hulu too. Good to have the option for those of us that don't do iTunes and even better to be able to watch the shows for free.

  1. mytdave

    Joined: Dec 1969

    +2

    Hulu?

    Seriously, you don't do iTunes? What else is there? ;-)

    So, yea I'm glad they're on Hulu too, cause it is convenient, and there is nothing wrong with multiple sources... Hulu though, is no replacement for iTunes, that's for sure. It's great if you don't mind low quality and suffering through advertising.

  1. gambit-7

    Joined: Dec 1969

    +1

    re: mytdave

    Hey, man, choices are good, for us and for the content providers. The more people viewing the content, the more they profit; the more outlets to view the content, the better we're all because of it. That's what makes their initial leaving such a bone-headed maneuver: they could have had both iTunes AND Hulu bringing in revenue. Instead they wanted to take their ball and go home, to their own idiocy. They thought they were bigger than iTunes.

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