Ahead of the iPad launch, CBS said it will reduce prices of some its TV show downloads on iTunes, but then reversed its statement, calling the earlier remarks "off the cuff".
"There are a certain shows that will be sold on Apple for $0.99, I don't know yet which will be," said the network's CEO Les Moonves. This was during a call about the company's earnings. Moonves was discussing CBS's push to reach viewers outside of the live TV market. CBS has struggled against other major networks to create a dynamic online presence.
Apple made a statement earlier, during the iPad announcement frenzy, that some TV show prices would soon be moved from the current-low-end $1.99 tier to just 99 cents. However, at the time there was no announcement about which content creators specifically would choose to go with the new pricing structure.
Media reports became rampant after the call, with many sources referring the Moonves's quotation as confirmation of the first studio to adopt 99-cent pricing.
However, media news site All Things Digital wrote an update to their story in which other sources clarified Moonves's statement after the call. "Said people are telling me that while CBS is open to talks with Apple, etc., the company has no imminent plans to change pricing and that Moonves didn’t really mean to imply that anything is afoot," wrote All Things Digital reporter Peter Kafka.
For now, it is still officially a rumor, though given Moonves's very definitive statement, it can be pretty clearly conjectured that some CBS shows will indeed soon be 99 cents on iTunes.
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