HBO goes day-and-date with iTunes releases

Becomes first net to charge more than $1.99 per episode

HBO will become the first TV network to charge more than the standard $1.99 per episode on Apple's iTunes.

The network announced Tuesday that a wide range of programs would be made available on iTunes, with "The Sopranos," "Deadwood" and "Rome" going for $2.99 per episode. "Sex and the City," "Flight of the Conchords" and "The Wire" go for $1.99.

Forthcoming episodes of currently running series will go day-and-date with their DVD releases.

Still unknown is whether the network is getting a higher revenue split than other iTunes partners.

That HBO commanded a mark-up, first reported Monday on Portfolio.com, is unprecedented on iTunes and likely will send many of Apple's content partners back to the negotiation table once their current contracts are up.

Last year, NBC Universal withdrew its TV programs from iTunes, citing Apple's inflexibility on a range of issues, including pricing and content security.

The deal will not make current HBO series available one day after their original airdate, as many TV networks have arranged with Apple.

HBO has abstained from adding any of its programming to iTunes for fear of cannibalizing its primary revenue sources: premium subscriptions and its healthy DVD business. The network does have some original material online in the form of free podcasts.

However, the growth of iTunes as a download platform likely became too robust to ignore. In addition, many of HBO's best-selling DVDs likely have been on the market long enough to have exhausted consumer appetites but could find a new life online with a segment of users who don't want to buy discs.
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