US TV network NBC has put its content back on iTunes, after previously withdrawing their TV shows from the Apple video download service over various licencing disputes.
One dispute was that old chestnut of variable pricing. Like the record companies, the TV studio wanted to be able to alter the prices of single-show downloads. In a statement confirmed their return to iTunes NBC implied Apple had, in order to secure their return, actually budged on this one.
Noting that standard shows were available for $1.99, HD shows for $2.99, and old shows for 99 cents, NBC's Head Of Digital JD Perrette told CNet: "To their credit, what [Apple] has realized is that having the best content and the widest breadth of content is more important than being too rigid".
But now Apple have denied they made any changes, claiming NBC are using an existing iTunes pricing structure which allowed a higher unit price for HD content, and the facility to discount older content. Their spokesman told reporters: "We're glad to have NBC back and they are participating under the same terms with all of the other content providers. We've never told anyone they can't lower prices".