NBC Universal has decided against renewing its contract to sell digital downloads of television shows on Apple's iTunes after failing to come to an agreement on pricing, the New York Times reported in its online edition on Friday.
NBC Universal, which is controlled by General Electric, is the No. 1 supplier of digital video to the online store, accounting for about 40% of downloads, the report said.
The media conglomerate notified Apple of its decision late on Thursday, the report said, citing a person familiar with the matter.
An NBC Universal spokesman confirmed the decision to the Times, but otherwise declined to comment. Spokespeople at Apple and NBC did not immediately return requests for comment from Reuters.
NBC Universal's decision highlights the tension between Apple and media companies, which are unhappy Apple will not give them more control over pricing of their songs and videos, the report said.
Vivendi's Universal Music Group also recently declined to sign a long-term deal with iTunes.