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Tue, 13 May 2008 HBO offers flexibly-priced shows through iTunes US

HBO offers content through iTunes US, gets flexible pricing

Jonny Evans

HBO has reached a deal with Apple to make its shows available through iTunes - but has persuaded Apple to allow the broadcaster to set the price of episodes.

The move is widely regarded as a shift in Apple’s strategy - until the HBO deal, Apple determinedly resisted calls for flexible pricing in favour of selling all shows for $1.99 each.

Shows from HBO were introduced to the iTunes Store in the US this morning. Four series are available now: The Sopranos, Deadwood, Rome, Flight of the Conchords and The Wire. Eventually, most of HBO’s catalogue is expected to go on sale through the iTunes Store.

Making its shows available online in this way is a new first for HBO, which has been reluctant to cannibalise its subscription feed and DVD sales by making shows available through online media portals, such as iTunes.

Apple’s decision to allow HBO more control over the price it charges for its shows sold through iTunes is a significant step. NBC Universal last year removed its content from Apple’s media service because the two parties couldn’t agree to flexible pricing. The move to enable this for HBO may eventually see the return of NBC to the store.

Despite the ongoing disagreement over iTunes US, NBC recently made its shows available through iTunes in the UK, signaling some improvement in the relationship between the two companies.

NBC last week began offering some episodes of its shows for streaming to iPhone and iPod touch users in the US. And NBC CEO Jeff Zucker in January said: "We’ve said all along that we admire Apple, that we want to be in business with Apple. We’re great fans of Steve Jobs.”

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