The tech giant is developing ad-skipping technology that would let owners of its Apple TV box and future television devices watch shows without commercials. Apple executives have targeted at least two owners of broadcast TV networks and cable channels, as well as some of the biggest U.S. pay-TV systems, said the people, who asked not to be identified because the talks are private according to Bloomberg. One proposal is for Apple to reimburse programmers for skipped ads, they said.
Tim Cook and his company are working on adding value to its new product. The company is seeking to develop TV products with broader appeal than what Apple TV offers now, a set-top device purchased by 13 million consumers, as of right now Apple TV is more appropriate for “hobbyists” than mainstream viewers, the CEO said.
More than 70% of consumers included in a survey point put the ability to skip commercials as a main reason to use a digital video recorder, Google Inc.’s Motorola Mobility unit said in its annual media engagement barometer released on March 19. The maker of iPhones is also reaching out to cable services, which buy content from media companies such as Disney. It is nearing a deal with Time Warner Cable Inc. that would let subscribers of that cable system watch channels on Apple TV.
The TV niche has been a target of other tech companies. Intel Corp., the world’s largest chip-maker, plans to begin selling a set-top box with Web-based pay-TV service by the end of the year.
Google has also held discussions with media companies about licensing content for an Internet TV service, people with knowledge of the matter said yesterday.
Apple, based in Cupertino, California, jumped 0.6% to $430.20 at yesterday’s close in New York. The stock has fallen 19% on a year to date basis.
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