Reuters is reporting that Time Warner's AOL unit will soon behave even more like Web rivals Yahoo! and Google when it begins selling content on its site. The company says it will not limit content to what is produced by Time Warner's various divisions. Instead, it is in discussions with an array of TV networks and other providers of video and music.

One reason AOL is beginning to go where others have gone before is the perception that Apple's iTunes site, which has been enormously successful, imposes too rigid a price structure on consumers. AOL will be more flexible in its pricing. Some of the content available for download will even be free.