Jul 17 2013, 11:51am CDT | by Deidre Richardson
Are you a fan of commercials? My biggest pet peeve in watching television shows concerns commercials: in my opinion, they come at the wrong time and, depending on the commercial, make little sense to my mind. Some of them leave me wondering why they were even aired in the first place.
To add to the confusion some of them bring, they interrupt the plot of a great show or movie. My mother was a fan of recording shows and watching them later so as to fast-forward through the commercials. Now, satellite users have something called “i-control” that allows you to skip through commercials in real time. Technology never ceases to amaze me!
Alongside of the iPad Mini 2 and the iPhone 5S, the fourth-generation Apple TV is one that has many Apple customers on the lookout. It has been said for at least the last year that Apple is working on another television for this Fall – although we only have an FCC filing and a report about Foxconn that provide some insight. Despite little to no word from Apple, we’re still getting reports about an Apple TV is on the way.
A new report has surfaced from former Wall Street journalist Jessica Lessin that says that Apple intends to bring ad-skipping services to its soon-to-arrive next generation of the Apple TV. Dish Network tried to do the same thing with TV broadcasters last year and was sued by television networks for the attempt. Apple, however, has continued to press for ad-skipping services, even receiving a patent last year that would feature the technology.
According to the patent, Apple would allow users to jump back and forth between radio music and television media, when what’s playing is “not of interest to a user” and when something on the local television stations is “of interest to a user.” It seems that Apple is aware that few television commercials entertain users in the long run.
Ads are an important part of financial profit for television broadcasters, and when they are skipped, someone has to make up for the financial loss. This is where the new Apple ad-skipping service shines brightest: according to Macgasm’s Andrew Kunesh, “the service will likely require a monthly fee or something similar…users will essentially pay for the service and then Apple will pass some of the cash along to television networks for the lost revenue” (Apple TV Service May Include Ad-Skipping Technology).
In other words, television broadcasters will not lose money when Apple implements its ad-skipping; since there is no financial loss at stake, TV broadcasters have no reason to sue Apple for its new service. The fact that Apple has been in talks with broadcasters for the last year is another positive for the company.
Making television broadcasters feel as though they are important and integral to the Apple TV’s success may also be another way to “smooth over” whatever difficulties the company could face in getting its premium television service to market.
As can be seen from the patent above, Apple has been discussing its fourth-generation Apple TV and its ad-skipping service for the last year. It seems obvious, then, that at some point in the near future (if not September 2013), the next-generation Apple TV will emerge with ad-skipping implemented. Could it come this Fall? It all depends on television broadcasters.
Deidre Richardson is a long-time Apple fan and reports passionate about the latest Apple news and rumors.
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