Apple's TV Service Rumored to Allow Users to Skip Ads
Adding to the speculation of Apple’s rumored set-top cable box plans, Jessica Lessin of The Wall Street Journal
reports that Apple is pitching a system that would have to pay media companies for the lost revenue every time a viewer skips a commercial. According to the report, Apple recently informed networks about the “premium” version of the as-yet-announced service, which would theoretically have users of the proposed service pay Apple for the ability to skip ads. Lessin pointed out that while the system has yet to be detailed, similar offers found heavy resistance from broadcasters. An example of this was the Dish Network, which launched ad-skipping technology in 2012 and was subsequently sued for its efforts.
The Cupertino California company is already seeing resistance from cable providers over its streaming services. This was seen with the launch of the HBO Go app for the Apple TV, with some cable and satellite companies pushing back by refusing to authenticate the app for streaming. With the growing popularity of the DVR, however, an increasing amount of America’s television-watching public are fast-forwarding through commercials. This could give Apple some leverage in negotiations, though details regarding the talks are few and far between.
Many of you probably already know that rumors of an Apple-branded set-top cable box have been floating around the web for nearly one year, with initial reports of the company’s alleged plans coming in August 2012. Unlike DVRs, which store content on-site, Apple’s rumored system is set to be cloud-based, meaning enhanced viewing flexibility and data handling. We’ll have to wait and see how much of the rumors turn out to be true when more concrete information is revealed.
Source: The Wall Street Journal