Will 99¢ Change TV Like it Changed Music?

This is a question Stewart Mader asks in his blog Future Changes. He writes that Apple’s announcement of a new Apple TV device with 99¢ TV episode rentals could have the same impact on the cable TV industry as the impact that 99¢ songs had on the music industry. “When Apple introduced the iTunes store with songs priced at 99¢, it changed the “single” part of the music landscape, by allowing consumers to buy only the songs they wanted.” I do it all the time. This changed the buying paradigm.

Many people also want to get a single cable show or channel rather than the entire package they are forced to select by the cable industry.  With the right rental charges these offerings could be cheaper than the DVDs covering the series.  This becomes even more attractive if it spreads to the iPad and iPhone.  What do think will occur? What will you do?