I have had an Apple TV for years since the thing first came out. Over all of that time, I rarely use the device. Last season I bought the season pass for Heroes because I kept forgetting to watch the show, but I never really used the system because I think the prices are too high and new movies take too long to land on the device most of the time.
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The Wall Street Journal reports that Apple is in discussion with TV networks to lower the price of download TV shows that is hoped to go into effect when the iPad launches. Apple is said to be pushing for a price of 99 cents per show, which is half the price of a SD show right now.
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A few TV shows are offered free on AppleTV, but the good ones are expensive. Right now, most SD episodes are $1.99, HD episodes are $2.99, and an entire season in HD is $49.99. Talks to offer a monthly subscription plan for access TV episodes are reportedly stalled.