Apple Talks to Rent Shows Through iTunes

CUPERTINO, Calif. (TheStreet) -- Apple(AAPL) is talking to major TV companies to rent TV shows to viewers for 99 cents through iTunes, Reuters and other media outlets report.

Apple is in talks with News Corp.(NWS), Walt Disney (DIS) and other media conglomerates, Reuters reports, citing three sources with knowledge of the matter.

The discussions are aimed at allowing viewers to rent network programming off Apple's iTunes store for 48 hours, Reuters says.

The Wall Street Journal reports that while Apple is close to a deal with Disney, the company's proposal is facing at least some resistance from CBS(CBS), General Electric's(GE) NBC Universal, News Corp., and Viacom. The Journal article cited people briefed on Apple's proposal.

Apple is pushing to reach agreements for its television service before the new television season starts next month, some of the people told the Journal.

Apple also is working on a new device that would allow users to stream video, such as rentals, to their TV sets, the Journal reports, citing a person with knowledge of the company's plans.

Apple declined to comment for Reuters or the Journal.

-- Written by Joseph Woelfel

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