Apple introduced TV show rentals as part of its September event, partnering with Fox and ABC in the initial stages of the service. Unfortunately, it appears that NBC will not jump into the fray and offer its shows, according to a Reuters report on Wednesday. NBC’s CEO doesn’t think it’s right for his company.

“We do not think 99 cents is the right price point for our content. … We thought it would devalue our content,” Zucker said at a Goldman Sachs investor conference.

News Corp President Chase Carey, called the 99-cent rental deal that Fox is involved in with Apple a “short-term test.” News Corp owns the Fox network.