In the week since Jobs unveiled the handheld iPod, which plays video clips on a 2.5-inch diagonal screen, media and technology executives have been trying to figure out whether people will watch shows on a small screen, what types of programs will work and whether money can be made at the $1.99 price Apple set.
"There is no doubt people are going to access content in more flexible ways going forward," said Rick Feldman, who heads the National Association of Television Program Executives.
"What we don't know, for independent producers, is what kind of content is going to be wanted and needed, what it will cost and what it can be made for," he added.
At its launch, Walt Disney Co chief executive Bob Iger committed Disney's ABC TV network to offering hit shows "Lost" and "Desperate Housewives" for the video iPod.
Sources familiar with the thinking at rivals NBC and CBS said those networks have talked to Apple about providing content, but that the $1.99 price tag was too low.
Both networks declined to comment specifically about Apple, although an NBC spokeswoman did say in a statement that NBC "is having conversations with many top players."
Media executives, however, said it costs very little for networks to re-package shows for downloading in what amounts to test marketing because the consumer appetite, costs and profits of those programs already have been realised in other arenas. The networks can afford to experiment, but independent film and TV producers, which the networks rely on to dream up shows, want hard facts before investing dollars in new programming.
Veteran financial analyst Tom Wolzien said "a lot of confusion" remains in the marketplace and further noted that how much actors, directors, writers and other artists might receive also must also be addressed. Late last week, unions representing various talent groups issued a rare joint statement saying they would work to "ensure our members are properly compensated" for downloads.
There is no doubt Apple, Jobs and the original iPod caused legal music downloading to increase, but whether they can cause a similar reaction for films and TV shows awaits an answer.