Jeff Zucker, NBC Universal’s chief executive, yesterday warned that Apple’s iTunes digital media store was undermining the ability of traditional media companies to sell their content online at profitable rates, and he urged them to take a stand.

“We know that Apple has destroyed the music business – in terms of pricing – and if we don’t take control, they’ll do the same thing on the video side,” Mr Zucker said at a breakfast hosted by Syracuse’s Newhouse School of Communications.