Apple may face some tense times ahead as it sits down to renegotiate its TV show distribution deal with News Corp, a report claims.

Negotiation may even see News Corp withdraw - or at least threaten the withdrawal - of its content from iTunes.

News Corp president and chief operating officer Peter Chernin plans to continue negotiations with Apple - and expects them to be "prickly", CNN states.

"We don't license any films (to Apple). I imagine negotiations will be prickly and dicey and contentious, like all negotiations are and like all negotiations should be," he said.

The report contrasts with the more reassuring message earlier this month, when Chernin said he had no plans to copy NBC Universal by withdrawing content.

But at the time he did hint that a power struggle may take place: "Right now we have a perfectly good relationship with Apple. But let me say this, we're the ones who should determine what the fair price for our product is, not Apple."

On the impact of the internet on television, Chernin said: "There has been a fundamental shift that has completely democratized our business, and democracy can be scary."

He urged broadcasters to innovate within the evolving market.