Reuters reports on NBC Universal Chief Executive Jeff Zucker saying it won’t offer 99-cent TV-show rentals on iTunes, mirroring Warner.

Zucker:

We do not think 99 cents is the right price point for our content. … We thought it would devalue our content.

Yes, I’m sure that’s your real concern, Zucker. It’s nothing to do with thinking that you’ll get the same amount of sales at the $1.99 price-point, which is frankly a bit of a rip-off, or that you’d ideally like to keep people buying overpriced DVDs rather than move to digital rentals. However, the likelihood is studios will gross more with low-priced rentals, and consumers will see such shows as good value for money, not ‘devalued’. (Again, see WoSBlog’s investigation into Pac-Man for iOS pricing for the reality of what happens when high-profile meets high-value in iTunes.)

I sincerely hope those who have signed up for 99-cent rentals—Fox, ABC, Disney Channel and BBC America—start making money hand over fist, at the expense of NBC and Warner. And, believe me, it pains me to say “I hope Fox makes even more money than it does now,” but something needs to give studios a reality check regarding TV rental pricing.