Apple is already a powerhouse in the music industry making inroads with its revolutionary iTunes software. iTunes paved the way for mass digital distribution and has since made advancements in both video, movies and even the software markets. It would appear now that Apple is broaching a different business model and is currently in talks with with major TV networks to takeover your Telly Box.

The Wall Street Journal has reported today that Apple has proposed the idea of $30 monthly subscription service to several TV networks. Interestingly, Apple isn’t pushing the service towards a particular device such as Apple TV, the iPhone or the rumoured Apple tablet, but instead directly towards the 100 million plus current iTunes account holders. Being able to turn to the iTunes channel on your TV and sign in to access the ever increasing library of content is certainly an interesting idea.

Of course, concerns centre around whether or not content providers such as Virgin or Sky in the UK would be keen to forgo a part of their hefty monthly subscription rates. If I were to put my money on the first to jump on the bandwagon it would be firmly on Disney, which of course counts Steve Jobs as its largest shareholder. Other concerns centralise around the excessive strain on broadband networks.

Put simply, iTunes TV can only be better than the current Apple TV. Watch this space.