You can kiss non-variable pricing goodbye, Apple is leaving the model behind. The company has continued to expand on its variable pricing policy for TV shows in the UK. A variety of Sony Pictures shows including “Damages”, “NewsRadio”, “The Larry Sanders Show”, “Spiderman”, and “Jackie Chan Adventures” have been added to the UK store, at variable prices…this time at 3 different price levels.
Older shows like “NewsRadio” and “Spiderman” are Â£1.19. “Larry Sanders” will cost you Â£1.49, and a current show like “Damages” will set you back Â£1.89.
So far, this is has been a mixed bag for consumers. One one hand, you have older shows here not costing as much as newer shows, without the new shows breaking the Â£1.89 mark. In the US store, however, HBO has has recently added programming that costs up to $2.99 per episode, where a normal show in the US store only runs $1.99.
The reaction here, thus far, has been that its ok for a premium channel like HBO to charge more, but that the reaction would not be the same if a “free” channel attempted to do the same thing. It’s only a matter of time before one tries it, and I’ll be interested to see what the reaction is when it happens.
As long as shows don’t get to that magic $4.99 an episode that NBC was wanting to charge, I think this is a good move on Apple’s part. One price for all TV shows is a great idea, but I don’t know that old episode of “Power Rangers” are really worth $1.99 to me. $1.19 – maybe…but not $1.99.
What do you think? Is this a good thing for TV in iTunes?