The Wall Street Journal‘s Jessica Lessin is exclusively reporting that Apple may currently be planning to pitch a new method of delivering television content to its viewers — a method which may include the ability for those watching to completely ‘skip’ ads.
“Apple has a new trick up its sleeve as it tries to launch a long-awaited television service: technology that allows viewers to skip commercials and that pays media companies for the skipped views,” Lessin reports.
If true, this would mark a paradigm shift in the way television content is to be distributed and paid for, going forward — especially if Apple is able to push through the new content deals on a worldwide basis.
Of course, the reported deals, (if they’re happening exactly as Lessin suggests), aren’t going to be easy for the company. Television content and adverts have gone hand-in-hand as the ‘standard’ delivery and compensation method used by the content providers for several decades now.
For Apple to come along and say it wants to change this — Well, you can probably imagine, they’re going to hit some pretty strong brick walls.
“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,” the report continues, with Lessin adding that “talks have been slow” and are “proceeding in fits and starts,” but now discussions between Apple and the big media providers appear to be “heating up.”
Specifically, Lessin writes that in recent discussions Apple has made with content providers, Apple reportedly told a number of big executives in media that “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.”
The reports of the discussions arrive “according to people briefed on the conversations,” but nevertheless would suggest that Apple wants to take the concept of the ‘Apple TV’ further than it has done with its ‘set-top box’ accessory, today.
The full report can be read at Lessin’s personal blog.