APPLE is in advanced talks with Hollywood studios about offering downloadable movie rentals. Apple is said to be "aggressively pursuing" the idea, and wishes to launch the service in the fall. A downloadable Apple VOD system would compete heavily with cable company offerings.

NBC has begun a unique online show that targets a new "prime time" -- office workers on their lunch breaks. "The Lunch Break Show" airs from noon to 2 PM, in your local time zone. The program features comedic clips from The Office, SNL, and other NBC series.

THE FCC has begun the 180-day review period for the proposed SIRIUS-XM merger. As part of the review, public petitions and comments will be reviewed. NAB strongly opposes the merger.

EXERCISE TV is seeing heavy recall of pre-roll ads displayed before its VOD workouts. 47% of respondents in a recent study remembered the spot that played before their workout. The number dropped to 28% for ads displayed during the workout.

SONY is adding "Days of Our Lives" to the iTunes store. It will sell a 20-episode pass for $9.99. The show will be the most widely-distributed soap opera in the U.S. -- with distribution on NBC, SoapNet, and iTunes. Sony, who co-produces the series, hopes iTunes distribution will help boost the show's poor ratings.