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DIGITAL REPORTER


May 28, 2008 [...] sources at several major studios who spoke on condition of anonymity, citing the sensitive nature of negotiations, say Apple has changed its tune on iTunes. Long before HBO nabbed $2.99 pricing, programming providers say they have been hammering Apple to obtain not only increases but also lower price points than $1.99 — as low as 33 cents. More than one studio has been aggressively asking for TV shows to be structured like films on iTunes, which offers new releases and catalog titles at separate price points.

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