Apple is pressing US television networks to reduce their prices for TV shows offered on its iTunes digital store in order to cut the charge to consumers and to help spur demand.

However, networks are resisting the move as they fear a repeat of the music industry's pact with Apple in 2003 to sell individual songs for 99 cents on iTunes. The price helped to simplify and boost downloads of digital music but hugely dented album sales.

In recent months, Apple has suggested during meetings with media executives that the price it charges consumers for TV shows be halved from $1.99 to $1, according to reports.

Apple executives are frustrated by the sluggish sales of TV shows on iTunes.

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