US broadcasting giant NBC, whose hit shows include America's Got Talent, 30 Rock, The Office, Chuck, The Apprentice and The Tonight Show with Jay Leno, seem unlikely to offer cheap 99 cents TV rentals on Apple's iTunes Store.

NBC Universal Chief Executive Jeff Zucker told a Goldman Sachs investor conference: "We do not think 99 cents is the right price point for our content. We thought it would devalue our content." Zucker added NBC shows are already available for $1.99. G4, NBC Sports, Versus, USA, Syfy, Bravo and Universal Pictures were among the brands that made an appearance at the annual Communacopia conference for media investors.

The news follows comments from Warner Bros. Chief Executive Barry Meyer last week, who also declined to take up Apple's offer. "We just don't think the value proposition is a good one for us," Meyer told analyst Jessica Reif, insisting he'd rather license whole seasons of shows rather than "open up a rental business in television at a low price." Currently, the studio subsidiary of Time Warner Inc, sells popular shows such as Gossip Girl on the iTunes Store for $2.99 each.

The $99 (£99) Apple TV, introduced at the start of September, lets US customers rent favourite TV shows - including sitcoms, dramas, and reality series - commercial free and in HD. News Corp.'s Fox, The Walt Disney Co.'s ABC, ABC Family and Disney Channel and BBC America have all so far, signed up to offer cheaper  TV rentals in partnership with Apple.

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