A short piece explaining why Steve Jobs has not made much of an inroads into video and why the entertainment industry intends to keep it that way.

Quoted: Jobs is planning a major offensive to try to change all that, with at least some of the details to be announced at Macworld on Jan. 15. Most important, he plans to launch a movie rental service on iTunes for the first time. Apple is in furious negotiations with top studios to make their new releases available for the service, as well as for sale. BusinessWeek has learned that Apple is nearing deals with Warner Bros. (TWX) and Paramount (VIA), and has already secured deals with Disney (DIS) and 20th Century Fox. Apple is also planning a major upgrade of the slow-selling Apple TV set-top box.