CBS boss Les Moonves revealed in an earnings call on Thursday that his company had been approached by Apple about a potential streaming TV service that would share ad revenues, but the network declined to strike a deal because it prefers to license its content.

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Television networks NBC, TNT and TBS recently began offering streaming full-length TV episodes on their respective apps for Apple's iPad, though shows from TNT and TBS are only available to eligible cable or satellite subscribers.

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Comcast agreed to continue licensing of NBC content to online video services like Apple's iTunes in order to receive government approval of its acquisition of broadcast network NBC.

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As the U.S. government looks to approve Comcast's acquisition of NBC Universal, the purchase could come with "significant conditions" to prevent Comcast from withholding TV and movie content from companies like Apple.

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Apple announced Thursday that movies are now available on the iTunes Store in Japan, while the major TV networks in the U.S. have blocked Google TV from playing content from their websites through the Chrome browser.

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Internet video host Brightcove, among the first to begin supporting iPhone-compatible H.264 video and HTML5, is now moving to support Apple's open HTTP Live Streaming format as well, hammering another nail into the coffin of Adobe Flash and Microsoft's Silverlight.

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Time Warner chief executive Jeff Bewkes has warned other media execs that low cost rentals from Apple threaten sales of TV shows to branded networks.

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Viacom's chief executive explained that Apple's 99 cent TV rental plan "doesn't work" for the company, while CBS is waiting to see the numbers for rentals of ABC and Fox show.

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NBC Universal is unlikely join a pair of its peers in serving up a la carte TV show rentals to Apple TV users for 99 cents for pop through Apple's iTunes Store later this year, according to comments from the company's top executive.

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While most in the TV industry are opposed to Apple's proposed plan for 99 cent episode rentals, its efforts could be saved by News Corp CEO Rupert Murdoch's drive to save the newspaper industry, according to a new report.

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As Comcast's bid to purchase NBC Universal goes through a federal review, the U.S. government is investigating the effect the deal might have on Internet-based video services like Apple's iTunes Store.

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As usual, Apple's executives kept close to a carefully prepared script on the company's stellar financial results, being careful not to reveal too much about the company's future plans, including its data center cloud services and broader open support for FaceTime video calling.

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Both CBS Corp. and Walt Disney Co. have shown interest in offering content for Apple's TV subscription proposal slated for roll out sometime in 2010.

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While Apple is rumored to be working with TV networks on a subscription plan for shows on iTunes, Comcast's intent to purchase NBC could prevent such a deal with one of the big four U.S. broadcast networks.

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Apple announced Thursday that all four of the major US television networks are offering primetime programs in high definition on the iTunes Store, which has become the world's most popular online TV service with over 200 million episodes sold, including more than one million HD episodes purchased since last month.

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Having buried the hatchet with Apple, NBC last week returned to supplying its content to the iTunes Store -- a move that has been met with gangbuster results, according to the Hollywood Reporter.

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Afraid that Apple will gain the sort of lock on downloadable video that it did with music, Sony and a group of video business heavyweights are planning a new standard that would let copy protected movies and TV from any participating service work with many devices..

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Apple is dismissing notions that it gave in to NBC's pricing strategy to get highly coveted TV shows back. Meanwhile, legal entanglements are likely to keep South Koreans away from iPhones until next year, and an Apple TV update for HD television shows is likely.

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Apple on Tuesday evening gave those left out of the Yerba Buena Center a video stream of the company's iPod and iTunes introductions.

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Microsoft and Sony maneuvers at the Electronic Entertainment Expo now turn their respective Xbox 360 and PlayStation 3 consoles into stronger media hubs , and more direct challengers to Apple TV.

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