Warner Bros. Opted Out of iTunes TV Show Rentals Over Pricing, Impact on Full-Season Sales
Chief Executive Barry Meyer says Warner Bros. didn't participate in Apple Inc.'s plan to offer TV show rentals for 99 cents because the price was too low and would have hurt sales of full seasons.
Meyer made the comments Thursday at an investor conference hosted by Merrill Lynch in Newport Beach, Calif.
Apple introduced the TV show rental program alongside the revamped Apple TV earlier this month, touting ABC and Fox as initial launch partners. At the time, Apple CEO Steve Jobs noted that he expected that other content providers would quickly see the light and join the program. Rumors about the TV show rental program had circulated prior to Apple's announcement, with clear signs of divided opinions among the content providers.
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