According to the report, Viacom CEO Philippe Dauman similarly cited the rental pricing as the primary issue, noting that it "doesn't work" for the media company that owns such cable channels as Comedy Central and Nickelodeon.
"The 99-cent rental is not a good price point," said Viacom Inc. Chief Executive Philippe Dauman at the conference, which was hosted by Goldman Sachs. "It doesn't work for us."

Mr. Dauman noted that Viacom, which owns cable networks like Comedy Central and Nickelodeon, invests heavily to produce its content and plans to increase that investment.

"We value our content a lot," he said. "We don't think Apple has it quite right yet."

Les Moonves, CEO of CBS, offered a glimmer of hope, however, that his company might be open to participating in the program down the road, indicating that he is taking a wait-and-see attitude.
"What we said to them - and the Apple guys are terrific and obviously the application is terrific - is let us see what happens," Mr. Moonves said. "There are two networks in and two networks not in. Let's see what happens and maybe we'll talk again in January, maybe we'll talk again next year."