Apple TV Splits Networks

Media executives gathered this week at a conference here sounded a note of caution on Apple Inc.’s 99-cent digital-rental service for TV shows amid a division in the industry on whether to participate.

Apple earlier this month announced the service when it unveiled a revamp of its Apple TV device, which delivers programming over the Web.

Walt Disney Co.’s (DIS) ABC network and News Corp.’s (NWS) Fox broadcasting have agreed to make their shows available for the service, while other national broadcast networks owned by NBC Universal and CBS Corp., as well as major cable networks, have chosen not to participate.

One key concern on the part of TV network owners is Apple’s (AAPL) price of 99 cents, the same price it charged as it became the dominant music retailer through its iTunes store.

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