Apple in Talks to Rent Shows in iTunes

Is Hulu next in Apple’s sights? Apple is in talks with several media companies, including News Corp. and Disney, to offer TV shows for rent through iTunes for 99 cents. Viewers would be able to watch the episodes for 48 hours. Some entertainment companies, such as CBS and NBC, are skeptical, believing the plan would siphon off the money they’re already making through iTunes. But it’s likely that money from the iTunes plan would dwarf revenue the companies earn from Hulu, which shows episodes for free with ads. Right now, shows can be purchased with unlimited viewing for $1.99, and the companies don’t want to cut their prices. But analysts say the rental model is the direction consumers are headed.