Chris Albrecht is the Chairman and CEO of HBO. In the quote he expresses interest in offering content for sale on iTMS. I think if Apple could pull this off and get HBO to jump on the bandwagon it might grease the wheels for other networks and eventually full length movies.
http://news.com.com/HBO+interested+i...7051&subj=news
Could someone remove the extra w. The w and m double type since some asshat spilled beer on my keyboard.