It's all hands to the pump for Apple today as following Sky's Anytime revamp it has emerged that iTunes' number one digital video supplier NBC Universal has not renewed its contract.
Consequently, all NBC shows and channels are being removed immediately from iTunes listings meaning the likes of Heroes, Battlestar Galactica and The Office all disappear along with the stations Bravo, mun2, NBC, NBC News, CNBC, NBC Sports, Sci Fi, Sleuth, Telemundo and USA Network.
Fans of NBC content will still be able to get them from the network's site but the DRM infected files can only be viewed for 48 hours and - irony of ironies - there is no Mac support.
The battle with NBC and Apple has been raging for some time with NBC determined to attain a greater cut of revenue and Apple steadfastly refusing to cut its percentage or raise prices to compensate.
Despite this, conciliation may soon be on the way for Apple since it is being widely reported that Steve Job's lot are close to securing a deal with Fox to put its full catalogue on iTunes. Surprisingly, the negotiations are said to have taken an upturn after Apple agreed to grant Fox some pricing flexibility.
Boy, will NBC be thrilled...
Update: NBC has just signed an alternative distribution deal with online download site Hulu - no, I haven't heard of them either, but there you go.