US TV network HBO has persuaded iTunes to sell its TV programmes at two different price points - $2 an episode for shows like 'Sex And The City', 'The Wire' and 'Flight Of The Conchords' and $3 an episode for 'The Sopranos', 'Deadwood' and 'Rome'. That's only relevant because Apple have generally been resistant to having variable pricing for single file products like songs and TV shows. Though it is probably an exaggeration to assume that means Apple is any more open to the idea of having variable pricing in the single music track domain - something some of the record labels have pushed for ever since the start of the download era, but with little success. HBO had a strong hand at the negotiating table given that rivals NBC withdrew their content from iTunes in a revenue split dispute, so HBO's content is key to maintaining iTunes position in the slowly emerging TV download market.
May 14, 2008
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1 min read
HBO gets variable pricing for TV downloads on iTunes
HBO has persuaded Apple to sell its TV programmes on iTunes at two price points, $2 and $3 per episode, a rare variable pricing arrangement, with HBO's content key given NBC's withdrawal.