I don't have access to cable TV, but I do have the Internet and an iTunes account. If I could pay $30 to get access to a wide variety of TV shows through iTunes, I'd be sorely tempted. Apple is apparently betting that there are a lot of people like me. According to AllThingsDigital Apple is pitching that very idea to several TV networks. And no, before you ask, this service has nothing to do with Apple TV.
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There are over 65 million people with iTunes accounts. A potential audience of that size must look very good to the networks. While none of them have bought into the plan yet, it seems likely that Apple will be able to convince at least a few that its service has a future. The All Things Digital article states that Disney is one of the companies being courted.
Steve Jobs is the largest single Disney shareholder. If anyone will agree to Apple's plan, it's Disney. The situation is more complicated with other content providers. Many cable networks have agreements with companies like Comcast, who are looking for their own ways to sell TV through the Internet.
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It's going to take a while for this whole thing to play out, but the results are sure to be interesting. So...would you pay $30/month to get your TV through iTunes?