It currently costs $1.99 for a standard definition TV on iTunes, and rumor has it Apple is pushing the networks to halve that price, making it just $1.
Apple's belief, media executives said, is that drastically cutting prices could spur sales of TV shows on the iTunes digital entertainment storefront, which have so far frustrated Apple executives.
Apple does not disclose video sales data, but analysts have said they were a small contributor to the store's estimated $2bn sales in 2009.
It would also halve the price of "season passes" which currently cost far more than buying the DVD season set of the same show. Whether this would be in addition to, or instead of, the rumored subscription TV service is unknown.