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Thread: Apple's TV Service Rumored to Allow Users to Skip Ads

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    MMi Staff Writer Akshay Masand's Avatar
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    Default 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

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    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.
    Sounds like BS.

    I work for a small, local cable company. We want to support HBO Go, but HBO doesn't let us yet. Cablecos can't selectively allow HBO Go on one platform and not on another...it's everything-or-nothing. Why would cablecos even want to restrict HBO Go? It adds value to an HBO subscription, which you can only get at the moment through your TV provider.

    Cablecos understandably don't want to be cut-out of the loop entirely if people could subscribe to HBO with no TV service, but that's something else entirely. With the success of original shows like Game of Thrones, HBO has never been more profitable. The relationship between HBO and MSO TV providers at the moment is tightly bound. HBO has to be extremely careful not to piss-off MSOs when they don't know how it would ultimately affect revenue.

    Ultimately, I'm sure that all TV will be served-up through the Internet and cablecos will only serve as your high-speed Internet service provider...but I can't really guess how far away we are from that.

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