(Image courtesy of Life.com)

The rumors of 99-cent TV shows through iTunes have been heating up in recent days, but a new report claims that the major networks are approaching with caution.

AppleInsider cites a new report from The New York Times which claims that the major television networks are fearful of “alienating” their local affiliates and cable providers by jumping on board Apple’s 99-cent TV show bandwagon.

“We’re willing to try anything,” claims one anonymous TV network executive quoted for the article, “but the key word is ‘try’.” The news comes on the heels of last week’s report quoting CBS CEO Les Moonves, who appears open to a price drop to 99 cents per episode on certain older TV shows.

At stake is the decades-old “lucrative” relationship with local cable providers and affiliates, who still wield significant power over the networks. Take for instance the recent turmoil with affiliates effectively ending the prime-time Jay Leno Show, claiming the poor viewer numbers were killing their local 11 p.m. newscasts. It’s those same affiliates -- as well as cable and satellite providers -- who stand to lose the most if Apple is successful in offering cheap TV shows via iTunes.

According to the Times, Apple’s business of selling TV shows is still a young one with plenty of room to grow. While the iTunes Store is currently counting down to 10 billion songs sold, the best estimates claim that only 375 million TV episodes have been sold by comparison since television shows came to the store in 2005. Furthermore, the revenue from iTunes is supposedly “marginal” for producers and distributors.

Apple’s push for 99-cent TV show episodes appears timed to the release of the iPad in late March, with the Times quoting some TV executives anonymously that Cupertino is “desperate” to line up such content for the device to ensure its success.

AppleInsider also notes that Apple continues to push its $30-per-month TV show subscription plan first revealed last November, which would take aim directly at the cable providers. Those negotiations are said to still be ongoing.