"CBS CEO Leslie Moonves said Saturday that he was approached about a year ago by Steve Jobs to provide content for Apple’s long-rumored television service…," reports The Hollywood Reporter.

The article adds that Moonves declined to do a deal with Jobs for the proposed service. The conversation between Moonves and Jobs took place in the first quarter of 2011.

According to the article, " ‘I told Steve, "You know more than me about 99 percent of things but I know more about the television business," ‘ Moonves said, citing his concerns about providing content to a service that could disrupt CBS’s existing revenue streams. Moonves said Jobs, in characteristic fashion, strongly disagreed with his assessment."

Says THR, "Moonves’ comments came during the keynote address at the UCLA Entertainment Symposium, hosted Friday and Saturday by the UCLA law school."

Also during his appearance Moonves "cited as his favorite comedy the 20th Television-produced ‘Modern Family,’ which airs on ABC. ‘I shouldn’t say that. I’m going to hear from Chuck Lorre,’ he joked of the co-creator of three top-rated CBS comedies."