Apple accused NBC of wanting to double the price of TV programme downloads, but Variety magazine reckons Apple is actually trying to halve the price. Variety says:
According to three people familiar with the proposal, Apple has told networks and studios that it would like to slash the cost of most TV episodes sold via iTunes from the current $1.99 to just 99¢ -- the same as what Apple charges for most music singles.
Also:
Apple's argument to studios and nets has been that they will end up making more money from digital downloads under the new proposal. Company believes the volume of sales for TV shows will rise dramatically, offsetting the impact of the price cut.
Since the same shows are very widely and easily available free via peer-to-peer file sharing services, it's a pretty good bet that Apple is right about the pricing. However, as Variety points out, the networks also have to think about the effect on other markets, such as DVD.
