– Had Accounted for 40% of iTunes Video Sales
– NBCU Was Getting $15m a Year from iTunes
– Apple Blames NBCU for Trying to Jack up the Price
NBC Universal has pulled all its content from iTunes, just as it had promised it would if it could not get Apple to allow it to try variable pricing. NBCU CEO Jeff Zucker blamed it on Apple, saying Apple insisted on selling TV shows only at $1.99 per episode. NBCU asked for more pricing flexibility, even just to test variable pricing, Zucker said.
“All we asked was for an opportunity to be able to set a different variable price structure – even with one program, even to just test it one time,” Zucker said at a meeting with investors. “And Apple didn’t want to do that. We did not feel it was the game-changer for us … certainly that it is for Apple.”
The situation might be likened to Apple’s somewhat controversial price reduction on the iPhone. Suppose AT&T had refused to allow Apple to reduce iPhone’s price, assuming AT&T had the contractual right to do that, which it didn’t. Apple was too smart to let AT&T get the power to dictate iPhone pricing. The studios and TV networks, seeing how unhappy at least three of the four major music companies are with Apple, did not want to let Apple get in a position where it could dictate terms and conditions, Hence the short contracts the networks gave Apple.
Universal Music, for example, the world’s largest record company, was so dissatisfied with Apple’s inflexibility that it has not yet given, and may never give, Apple the rights to sell its DRM-free tracks that also are of higher quality than the copy-protected tracks currently available on iTunes. EMI appears to be Apple’s mainstay in the music industry, having been the first and so far only label to give Apple DRM-free, higher-quality tracks.
NBCU was getting only what would have been about $15 million annually from selling its content on iTunes, according to Zucker.
Zucker said content from the company’s NBC TV network and its USA and Bravo pay-TV outlets accounted for about 40% of iTunes’ video business.
“There’s no place that I can think of where the retailer also gets to set the wholesale price,” he said.
NBCU will continue to make TV episodes available for free at its ad-supported NBC.com and other company Web sites, as well as the Hulu.com venture it has with News Corp. The company offers ad-free episodes through Amazon Unbox for $1.99 each and is testing a free, ad-supported download service called NBC Direct.
Apple was contrite, but blamed NBCU for trying to jack up prices. “We are disappointed to see NBC leave iTunes because we would not agree to their dramatic price increase,” said Eddy Cue, Apple’s VP of iTunes. “We hope they will change their minds and offer their TV shows to the tens of millions of iTunes customers.”
Zucker admitted that all of NBCU’s Internet outlets would not bring in $15 million in the next 12 months. He said Hulu.com has about 60,000 users and seven advertisers. The official launch is expected early next year. Zucker said he hoped Apple and NBCU can eventually come to an agreement.
Apple’s strength’s are:
– The gazillions of iPhones and iPods that are now and will be in use. All of its users are at least somewhat affluent and ready to buy content. They love their Apple “iDevices” in ways that users of other portable media players don’t seem to. One recent survey showed that the biggest single group of iPod buyers were people that already owned one but wanted to get a newer model.
– The ease-of-use and integration of Apple’s hardware and the various iTunes – the iTunes music player, the iTunes media manager and the iTunes online store. NBCU and the other TV networks have no easy way to access the iPhone/iPod market.
– Apple has a solution for playing videos on TV sets. Apple TV makes it easy to wirelessly send video from iTunes to a TV set. Offsetting that, Apple is losing 40% of the video that iTunes was selling. The question is whether it can assemble a library of “must see” content without NBCU that is sufficient to get consumers to buy Apple TV’s.
When the negotiations between the two companies began to falter this summer, Apple said it was because it did not want to pay “more than double the wholesale price for each NBC TV episode, which would have resulted in the retail price to consumers increasing to $4.99 per episode from the current $1.99.”
Zucker said, “Apple sold millions of dollars worth of hardware off the back of our content, and made a lot of money. They did not want to share in what they were making off the hardware or allow us to adjust pricing.”
There are loopholes in NBCU’s arguments – piracy, for one. Despite numerous attempts by the networks, studios and record labels, a lot of Web sites still exist that make content available without the copyright owner’s approval. Also, what if Hulu.com flops? Then where does NBCU find an outlet that can produce potentially billions of dollars in revenue a year.
Or, are the networks doomed to follow in the tracks of the labels with online revenues increasing but not enough to replace plummeting broadcast revenues? The three-way UK venture by the BBC, ITV and Channel 4 will provide a good indication of where things are headed for Internet video. The three, which operate the dominant UK TV networks, have committed to making their current and archived content available over the Net in both a free and ad-based manner. There’s no iTunes in their plans.