The Wall Street Journal reports that CBS and NBC has entered into agreements whereby consumers will be able to access single episodes of prime time TV shows for as little as US99cents each. This is TV executives reacting to disruptive technologies like wireless, video iPod etc. The move will, itself, lead to more change, not only in TV but elsewhere as consumers have more experiences with accessing what they want when they want – and the flexibility of accessing just the bits they want. This move, to free individual product from the aggregated product is somewhat like the Amazon announcement last week.