According to reports, Apple has been in talks with major TV channel Epix over rights to streaming its content to the Apple TV or any other Apple device which has that capability. The Epix channel is backed by three major movie studios, Metro-Goldwyn-Mayer, Paramount Pictures and Lionsgate.

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Apple Inc began talks earlier this year to stream films owned by EPIX, which is backed by three major movie studios, on devices including a long-anticipated TV, according to two people with knowledge of the negotiations.

Negotiations may run into problems as Epix currently has an exclusive streaming rights deal with Netflix. That deal costs Netflix $200 million a year but only runs until September this year; then it would be open to renegotiation. This sort of deal could be critical if Apple is planning on launching the rumored Apple HDTV set. Content is king and this could be one of many deals that Apple is trying to tie up prior to any HDTV set launch.