Apple Reinventing The TV Wheel?

Ad-skipping shouldn’t be an obstacle for anyone in Apple’s TV business point of view. The solution?  Just pay TV networks for that permission and let consumers do it.

According to a report from a former Wall Street Journal editor/reporter, Jessica Lessin, Apple is considering a “premium” service, allowing and encouraging commercial-skipping. But it would do so with the approval of TV networks. Are you listening to this, Dish Network executives?

What hasn’t been said is what this would mean to consumers. Perhaps higher cost? More interesting is what would it mean for brands to be part of a “premium” TV service -- one that would incentivize the whole idea of commercial-skipping.

What isn’t said it whether all this might include a different kind of sell to advertisers. Maybe TV would allow some sponsorship, branding or product placement opportunities for this kind of service -- but no actual commercials.



Under Apple, there might be two TV services -- one basic Apple TV effort where advertising messaging isn’t entirely encouraged (or prohibited), and a second one, a premium Apple TV service that fully permits commercial skipping. So those regular $30 or $40 cost per thousand viewers that brands currently spend on network prime time might now have a different price tag that allows other promotional/advertising activities.

Then again, perhaps Apple is thinking about a pure-premium TV channel like HBO or Showtime -- which would seem in Apple’s wheelhouse, especially how it initially started up iTunes years ago, selling TV shows with no commercials.

Give Apple credit. Trying to re-invent the wheel -- to revolutionize media industries  -- has been its ultimate goal. While there has been some success, other efforts, like the original and current versions of Apple TV, had more modest results.

Unfortunately for Apple, there is a domino effect when trying to solve the ad-skipping problem. Giving TV networks what they want means not giving to others in the TV ecosystem -- like brand marketers (more commercial avoidance, increased inefficiency) and TV consumers (higher cost, possible restrictions).

Remaking the TV ecosystem is tough to do when there is already lots of traffic moving at high speed.

2 comments about "Apple Reinventing The TV Wheel? ".
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  1. Pam Mcneely from Tantara Media Partners, July 17, 2013 at 4:19 p.m.

    Why not pre-register to receive ads for products you are actively planning to purchase? I'm about to repaint my bathroom. If I saw a string of paint or DIY big box store ads I could compare the brands and make an informed purchase. I would imagine every week there are at least 10-20 purchases more significant than toothpaste that we could register for. Sixty-five percent of consumers say they "like" advertising when it is about a product or service they are interested in. Imagine if that makes up 100% of the ads you see!

  2. Edmund Singleton from Winstion Communications, July 18, 2013 at 6:23 a.m.

    I enjoy and encourage the HBO model by paying upfront, after all you get what you pay for one way or another...

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