• by Wayne Friedman , March 2, 2012

Apple's aggressive TV efforts are getting a big push back from big media companies, according to reports.

Apple's new streaming TV service is set to launch by Christmas -- as well as future efforts to manufacture a TV set -- are becoming difficult. As it has in the past with its iTunes store, Apple wants to control everything, including retail pricing.

While reports suggest TV executives aren't happy, business analysts don't want to be left behind -- especially with more traditional TV consumers watching TV shows on ad-supported platforms like Hulu, as well as subscription video on-demand services like Netflix.

One thing in Apple's favor is the wild popularity of its digital devices -- iPads, iPhones, and its array of desktop and laptop computers.

On March 7, Apple is holding a big event where analysts believe it will include a new version of Apple TV, an existing separate digital unit that connects to TV sets. Apple TV has not grabbed consumers' attention, in part due to the lack of content available.

The belief is that a new Apple TV service would package TV channels like apps, which can be bought through Apple’s store and streamed to a variety of Apple devices, iPhones, iPads, computers and TV sets.