Chad says we buried the lede: Bloomberg also claims Apple's annual special music -- and this time TV -- event will be held September 7. That's not official, of course. We'll only know for sure when Apple sends out the invitations.

Remember those rumors of $0.99 iTunes TV show rentals? They're back. This time with word that FOX-owner Newcorp is in "advanced talks" over the service. CBS and Disney (which has Steve Jobs as their largest share holder) are also rumored to be involved.

Rentals would last 48hrs and would bring even more content to the newly launched iPad and iPhone 4, and upcoming iPod touch 4 and... iOS Apple TV/iTV?

According to Bloomberg Apple originally wanted to offer subscription a la carte TV, which failed due to networks not wanting to put their relationships with cable companies in jeopardy. (Sigh).

While a la cart TV exists outside the US (I pay $20 for 20 a la carte channels on my provider) it hasn't been adopted by existing American providers. Would $0.99 rentals be a good alternative? Just one show a day would average $30 a month, so even if it's a step in the right direction, it's a tiny little hesitant one. And it doesn't even begin to address live sporting events.

In an ideal world iTunes and iOS would be a complete, non-linear, on-demand TV replacement. Absent that, are individual ABC, Hulu +, and MLB apps are better solution? Or do we really have to wait for the dinosaurs of old media to become extinct simply so that consumers can pay them to watch what we want, when we want, and where we want?