Apple reportedly working on ad-skipping TV service


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Jessica Lessin, former technology journalist of Wall Street Journal reports that Apple has been negotiating with cable companies and TV networks to offer a premium service that would allow customers to skip commercials, and would compensate them for the lost revenue.

She reports:

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.

Consumers, of course, are already accustomed to fast-forwarding through commercials on their DVRs, and how Apple’s technology differs is unclear.

It is a risky idea. Ad-skipping would disrupt the entrenched system of television ratings—the basis for buying TV ads. In fact, television broadcasters sued Dish Network when it introduced similar technology last year.

As MacRumors points out users could pay to skip commercials on a per show or per channel basis, or get live commercial-free episodes of TV shows with the purchase of a Season Pass on the iTunes Store, or Apple could even offer a ad-skipping TV subscription service.

It remains to be seen if television networks will agree to Apple’s proposal. Lessin also reports that progress on the talks which started more than a year back have been slow, but things have been heating up.

It remains to be seen if this is meant for the Apple TV set-top box or its rumored TV sets. Rumors suggest that Apple could launch its branded TV sets later this year.

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