Apple continues to allow variable pricing in iTunes UK

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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 £1.19. “Larry Sanders” will cost you £1.49, and a current show like “Damages” will set you back £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 £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?

Comments

  1. The two tier price is fine if only we could get something decent here in Canada. We are STILL waiting for movies and the TV shows that are available in iTunes are third rate at best or a few kids shows from the US.

    I would be willing to pay $2.99 for new HIT shows that are not on DVD but if it is on DVD then at most $1.99.

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