Apple pitches ad-skipping TV Service

Jessica Lessin:

For more than a year, Apple has been seeking rights from cable companies and television networks for a service that would allow users to watch live and on-demand television over an Apple set-top box or TV.


In recent discussions, Apple told media executives it wants to offer a “premium” version of the service that would allow users to skip ads and would compensate television networks for the lost revenue, according to people briefed on the conversations.

I would pay for that.

  • Motion seconded.

  • Me too! That’d make my Apple TV useful in a major way! At $99 I’d by two more for this feature!

  • lucascott

    I like the idea my cousin (yeah that one) had. What if instead of recreating Hulu etc, Apple is trying to get streaming access to shows before the download window kicks in.

    Her idea is that season passes would have a premium pass for say $3-4 more where buyers would be able to stream the episodes from the local time the episode airs. They might even restrict access to the Apple TV or ATV and iOS devices (with AirPlay etc some how blocked), for the whole pirating concern

  • is there even a source for this? Other than the writer and “Apple” in quotes because there’s no direct link to anything, not even Digitimes.


    so basically we have to pay for cable subscription price and ad price. No thanks.

    It probably doesn’t mean al-a-carte.

    When that doesn’t work. they will start raising the price like ESPN does to cable prices every 6 months.

  • Tvaddic

    I don’t see how it would work, it can’t be live and allow you to skip commericals.

    • The videos are available already when the live tv hits. They can simply allow downloading/streaming from a device at X PM on Monday night.

      • Tvaddic

        Oh thank you for clearing that up. Good luck to Apple because the networks would all take a ratings hit.

  • mdelvecchio

    “Apple already sells a $99 set-top box for watching iTunes and Internet video but has been trying to launch a more ambitious service that offers live television for some time.”

    er, says who? not apple, not Cook. sources are awesome.