NEW YORK, USA: Amazon.com Inc on Thursday slashed the cost to download TV shows like "Glee" to 99 cents in a bid to take on Apple Inc as both companies battle to win the hearts of couch potatoes.

Amazon's website already features a range of TV shows and movies in its video-on-demand section that are generally available for sale individually from $1.99.

The Seattle-based e-commerce retailer made the move as Apple on Wednesday unveiled a new version of Apple TV that offered the ability to rent ABC and Fox TV shows like "Modern Family" and "Glee" for 99 cents.

It was not immediately clear whether Amazon had reached a new deal with Fox owner News Corp or ABC parent Walt Disney Co to cut its prices.

Representatives for Amazon were not immediately available.

Separately, Amazon has approached media companies with a proposal for a subscription service that gives users unlimited access to some TV shows and movies over the Internet similar to video rental company online strategy of Netflix.

Amazon, Microsoft, Apple, Google Inc and Sony Corp have been courting media conglomerates for use of TV shows and movies as they battle to control the living room.