• CNNMoney, Thursday, March 15, 2007 10:46 AM

If Apple's iTV service takes off like its iPod portable media player, then television staples like the 30-second spot will soon be dead. Apple's new device is scheduled to ship this week, although the Apple camp has kept mum so far.
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The possibility of its success will make TV advertisers nervous, because consumers will now be able to watch their iTunes TV shows and movies on television screens. The company's wide-ranging agreements with media companies to sell ad-free content will be yet another test for the traditional TV business model.

The question becomes: Why watch ads when I can watch my favorite show for $2? The service also allows consumers to take content with them, which could prove to be an incentive for purchasing shows rather than watching them via DVR. The move will certainly result in more iTunes downloads. Nonetheless, if it proves to be popular--people love sexy design and interface of Apple's products--the new Apple TV device will be another reason for consumers to abandon prime time in favor of "my-time" viewing.

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