The Financial Times is reporting that Apple is attempting to halve the cost of TV Shows from $1.99 to $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.

The article goes on to mention that Apple has “floated the idea” of offering a television subscription service, including a “best of television” offering that would include News Corp, Time Warner, Viacom, Disney, and CBS content for $30 per month.