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"We know that Apple has destroyed the music business - in terms of pricing - and if we don't take control, they'll do the same thing on the video side," Mr [Jeff Zucker] said at a breakfast hosted by Syracuse's Newhouse School of Communications.
As part of NBC's push for more flexible online pricing, Mr Zucker said he urged Apple for months to price one programme at Dollars 2.99 per download - as opposed to the current Dollars 1.99 - as an "experiment" but was rebuffed by Steve Jobs, Apple's chief executive. Mr Zucker also suggested Apple had rejected requests to share revenue from sales of iPod devices, which are more profitable than the digital media store.
