We already suspected that Apple would be introducing a 99-cent TV rental service on iTunes in its upcoming announcement, and now word is going around that two major Hollywood studios have signed up for the deal, namely Fox and Disney. That being said, apparently the deal might be for a short period of time only, and Fox has only agreed to the lower price only for broadcast shows that it both produces and airs. Some executives are apparently worried that 99-cent episode rentals will cut into the lucrative DVD sales and pull viewers away from watching network TV, eroding a $20 billion advertising market. Whatever rumors are going around at the moment, we’ll be able to give you the full details really soon, so stay tuned!