*Apple is said to be in talks with several media companies, including News Corp. and Disney, to offer TV shows for rent through iTunes for only 99 cents.

That means whenever the feeling hits you, you would be able to watch whatever TV show what you want, when you want … for up to 48 hours, that is.

Some entertainment companies, such as CBS and NBC, are skeptical, believing the plan would siphon off the money they’re already making through iTunes.

But it’s likely that money from the iTunes plan would dwarf revenue the companies earn from Hulu, which shows episodes for free with ads.

Right now, shows can be purchased with unlimited viewing for $1.99, and the companies don’t want to cut their prices. But analysts say the rental model is the direction consumers are headed.

Read MORE at Reuters.