The new Apple TV has been delayed into October, but Apple has already rolled out its new iTunes TV show rental service with the iTunes 10 update. Disney/ABC and Fox are on board with the new 99¢ TV episode rental service while other broadcast and cable networks have criticized the service, leery of "devaluing" their content with low prices. Yet some of those same networks are willing to offer their content via Netflix instant streaming for fixed fees.

During a Goldman Sachs investor conference in New York this week, a number of media executives expressed concern that Apple's 99¢ price point is too low. "The 99¢ rental is not a good price point," Viacom CEO Philippe Dauman said. "It doesn't work for us." Viacom operates several cable networks, such as MTV, Comedy Central, and Nickelodeon.

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