CUPERTINO, Calif. ( TheStreet) -- Apple ( AAPL) is still trying to secure media content for the iPad with just weeks to go before the tablet computer's release, the Wall Street Journal reports, citing people familiar with the matter. Lining up TV programming and other content ahead of the April 3 release of the iPad has proven difficult for Apple as producers fear it could jeopardize the tens of billions of dollars in subscription fees they are paid by cable and satellite companies for their traditional TV networks, sources told the Journal. Apple is still negotiating with media companies for a price cut on TV shows. Producers are concerned a price cut could hurt their existing businesses, the sources said. Apple is trying to allay concerns by arguing that lower pricing on iTunes could help create a new market, sources added. Some publishers and TV executives are also worried the iPad doesn't support Adobe's ( ADBE) Flash video technology, which many publishers use to showcase their multimedia content and is also an underlying technology of online ads, the newspaper says. One area in which things appear on schedule is Apple's new virtual bookstore iBooks, which lets iPad owners purchase and read digital books. Follow TheStreet.com on Twitter and become a fan on Facebook.