Unlike network TV rivals NBC Universal and News Corp. (NYSE: NWS), CBS (NYSE: CBS) is content with Apple (NSDQ: AAPL) and fairly indifferent to iTunes’ pricing structure, Reuters reported. CBS President Les Moonves discussed his views of the battle between the TV networks and Apple at the Merrill Lynch Media & Entertainment conference. CBS intends to remain above the fray, Moonves said. Last month, NBCU announced it would not renew its contract with Apple to sell downloads of its TV shows. Among the reason it said led to the decision not to renew its Apple contract, NBCU cited a lack of flexibility in iTunes’ pricing concerning NBCU’s desire to offer discount packages of show downloads. Also, News Corp. COO Peter Chernin said earlier this month that while the company does not plan to end its dealings with Apple, it does want to see changes to the current pricing model.

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For Moonves, the reason for sticking with iTunes is not because of the revenue, which he said was negligible, but the promotional value.