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(Image Source: Apple)
BY JAMAL ANDRESS
The tech world's rumor pot is stirring once again with more talk about Apple TV.
Many outlets are reporting Apple is looking into ad-skipping technology for their new
version of Apple TV. Tech journalist Jessica Lessin — formerly of The Wall Street Journal
— broke the story saying Apple and cable companies have been discussing the service.
(Via The Verge)
Lessin writes, "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."
But despite this report many things about
the service are still unclear, no one has commented on how the skipping service will
work nor how much Apple will have to pay for the lost advertising viewership.
CNET notes, this "brand new" Apple TV sounds a lot like glorified DVR, "Apple would not
be the first company to offer users a way to skip ads on TV programming. TiVo and ReplayTV
offered the feature to consumers more than a decade ago."
Many have also compared Apple TV to Dish's Hopper Service. But following that path could
put Apple in legal trouble.
The company, Dish, is being sued by CBS,
Fox, and NBC because of it's Hopper DVR service arguing the Hopper is an "unlawful service"
and will cost the broadcaster "vital means of payment for their works." (Via CNN)
But The Verge seems to believe this feature is exactly what Apple needs to compete writing,
"... building in ad-skipping could certainly be the killer feature that it'll need to gain
traction in a tough market."
Apple has not confirmed or denied any of
the rumors concerning Apple TV.