Apple's plans for its new TV service would include "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" between Apple and media execs, writes Jessica Lessin. However, "television-rights owners have been reluctant to embolden Apple’s push into the living room,
and compensation for skipped ads seems unlikely to be enough to convince them."
Read the whole story at JessicaLessin.com »
Ad-skipping and/or addressable ad replaceable? Apple understands that paying baseline rates for ad-skipping while being able to replace with addressable ads offers huge upside potential.
The consumer then has the choice of paying a premium for skipping the ad, or at no cost, simply make the ads less annoying by allowing receipt of addressable TV ads.
Apple is also reported to be looking to acquire PrimeSense who develops sensors that would enable an Apple TV to fairly accurately recognize the age and gender of the viewer. That would make addressable TV ads more precisely viewer targeted.