News Release Follies: NBC Wants to Make Content “More Attractive” by Raising Prices

NBC took a few shots at Apple over the two companies’ failure to agree on a contract renewal for TV show downloads on iTunes.

NBC tries to wiggle out of the accusation that they wanted Apple to double the cost of downloads for TV episodes.

Says NBC exec VP of communications Cory Shields:

"… (Our) negotiations were centered on our request for flexibility in wholesale pricing, including the ability to package shows together in ways that could make our content even more attractive for consumers."

That’s right up there with the announcements that a company is closing stores "in order to serve you better."

John Gruber parses the news release and wonders about NBC’s claim they wanted Apple to "to take concrete steps to protect content from piracy, since it is estimated that the typical iPod contains a significant amount of illegally downloaded material."

"Estimated by whom?" asks Gruber. "Based on what evidence? "This is straight out of the music industry’s playbook: assume your customers are criminals and treat them with contempt."

NBC gets full points for being willing to issue a statement about the end to its relationship with Apple over iTunes sales. This is a difficult scenario for them, since Apple has positioned it as a profit grab by NBC.

NBC gets a failing grade for attempting to position more restrictive pricing scenarios as a "more attractive" option for consumers. This is about control of the customer relationship, and profits.  Dressing it up as a noble gesture on behalf of consumers is a tired fallback move.

More failing grades for following the music industry’s crappy example, and accusing iPod users of thievery. This is unlikely to win NBC any fans in the market they claim to be courting.

Tags: nbc, apple, itunes, tv, entertainment, business, online sales, downloading, cory shields, news, press releases, customers, consumers, profits