Apple Close to Offering iTunes TV Rentals?

Bloomberg reports that Apple plans to hold its now-annual September music event on September 7.The reason: iTunes users will be able to rent TV shows for 99 cents a pop.

Viewers would be able to rent programs from News Corp.'s Fox for 48 hours, said the people, who declined to be identified because the discussions aren't public. CBS Corp., NBC Universal and Walt Disney Co. -- where Apple Chief Executive Officer Steve Jobs is a board member and the largest shareholder -- also are in talks about joining the effort, the people say.

The content deals would give Apple users access to some of the most-watched shows on TV and increase the appeal of its devices, including the iPad, iPhone and iPod Touch. Adding programming also would build on iTunes a role as the biggest retailer of music and mobile applications, and help Apple ward off companies like Netflix, Amazon.com Inc. and Hulu, which offer their own online video services.

As per usual policy, Apple's not commenting.