NBC has gotten all the press in their big fight with Apple, but a few other companies are currently considering their options about what to do with iTunes pricing.
News Corp is apparently ready to draw a line in the sand. Their COO Peter Chernin says "negotiations will be prickly and dicey and contentious, like all negotiation are and like all negotiations should be." Interesting point of view there. He earlier promised that they wouldn't be pulling content from iTunes like NBC is (or at least says they are-- the content is still there for now, but on the way out soon), but says that they should be the ones determining prices for their products, not Apple. Which is true-- unless Apple believes otherwise. If Apple offers you $1 per song or nothing, Chernin, which one are you going to take?
And CBS, on the other hand, is asking everyone to just chill, OK? CEO Les Moonves is the only one that actually sounds like he knows what's going on at the iTunes store: "We look at iTunes as much as a promotional vehicle for our shows as a financial vehicle." That's exactly how everyone should see it-- we can watch these shows for free (with advertising) on television, or pay a nominal fee to watch them later on iTunes.
This doesn't help with NBC of course-- they're going to do what they want (including go to Amazon) no matter what CBS says. They are competitors, after all, but whether NBC pulls out or not, the Store isn't going anywhere-- there are lots of content providers still interested in it.
Other companies and Apple's iTunes price war
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