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Apple TV might allow ad-skipping

Apple TV

By Shona Ghosh

Posted on 16 Jul 2013 at 09:11

The rumoured refresh of Apple TV could feature ad-skipping technology at an extra cost.

Apple will charge watchers a "premium" for the ability to skip ads during recorded programmes - much the same way Dish Network's automated ad-skipping system works on its DVR - then pay cable companies for the missed views, according to former Wall Street Journal reporter Jessica Lessin.

Unnamed sources have told Lessin that Apple has met with TV companies to pitch the service for its updated set-top box. Although discussions have been going on intermittently, the talks are reportedly becoming more serious.

Whether Apple can convince the cable companies to negotiate a deal remains to be seen, since TV firms will likely be unwilling to condone ad-skipping, even with the promised compensation.

Lessin noted that Apple patented a technology that can swap in different streams of video during ad breaks last year.

The sources suggested that a more ambitious Apple TV could launch within the next year, with the firm already selling a $99 set-top box. They added that CEO Tim Cook, senior vice-president Eddy Cue and marketing chief Phil Schiller have been involved with talks with cable firms.

Apple has refused to comment on the rumours.

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User comments

Or, you could use FreeSat or FreeView

Both of which allow ad skipping without any payments or restrictions.

By qpw3141 on 16 Jul 2013

Or buy the DVD at Poundland and Handbrake it into iTunes

Without adverts...

Still cheaper.

By cheysuli on 16 Jul 2013

Comparing like with like?! Whilst we'd never be interested in Apple TV, in response to above comments: our Humax Freeview PVR doesn't do "automatic" ad skipping, and I'm unaware which others that do either - so in that respect, it's not the same as what Apple is mooting. Also it'd be interesting to see how many years you'd have to wait for the film or show to arrive for £1 in Poundland, when it's already on Tunes/NetFlix..!

By isofa on 16 Jul 2013

well said isofa. However I'm a bit surprised that PC Pro is bothering with this story. It's all rumour when it comes to Apple and ad skipping on a set top TV box is hardly PC news. I have an Apple TV and I'm not even interested in this

By TimoGunt on 16 Jul 2013

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