Apple is in talks with major media companies to provide television programs for rental on the iTunes service according to a Bloomberg report.
Citing three unnamed individuals "familiar with the plan", Bloomberg said that the new service would provide commercial free television programs within 24-hours of the air date. The shows would be viewable on a range of Apple device.s
The report also said that Apple plans an event on the 7th of September to unveil the service while also using the occasion to update the iPhone-maker's range of entertainment products. Two weeks before the prime time television season begins in the US, this would also be a opportune moment to launch the much rumored $99 iTV device.
Bloomberg also claimed that the event would see the launch of a new iPod range with a higher resolution screen. The new iPod has also been rumored through sources within far-eastern manufacturers to contain both front and rear facing cameras.
At the present time iTunes users only have the option to purchase television programs at a higher cost. Rather than a paid-subscription, the rental route is being seen as preferable for entertainment networks since it protects lucrative contracts for retransmission rights.