Apple is said by Bloomberg to be working on a deal that would bring Time
Warner Cable content to its Apple TV set-top streaming box, for subscribers to
TWC’s existing cable packages. Which is nice, for those people, and something
that’s like the iOS apps which allow cable and satellite subscribers to view
content they pay for access to on devices other than their TV, but in the big
picture, it’s a minor update, not a revolution.
The update would offer subscribers access to content in the same way that
the recently-introduced HBO GO app does on Apple TV – if you’re already paying
for it, you’ve now got one more window to watch it through. Time Warner also
owns HBO GO, so it isn’t surprising to see a relaxing of content rules from TWC.
Nor is it a completely novel deal, since TWC already has similar agreements in
place with Roku, Xbox and will soon integrate some of its channel line-up into
Samsung smart TVs.
The news that more content is potentially coming to Apple TV is good for
the ecosystem, good for Apple and good for device users. Apps on Apple TV are
great, even when Apple is metering them out carefully instead of opening up the
platform the way it has on iOS. And another channel, even if limited to
subscribers, is still better than that content not being made available to Apple
TV users, for sure. But at the same time, this sounds like a deal that will
further the goals of cable providers more than it will prompt any kind of real
upheaval in the way we consume and interact with TV.
An actual Apple TV is an exciting prospect because at one time it held the
promise of doing something different not just with interfaces or with content
vehicles, but with actual content divisions, packaging and pricing. Apps for
existing subscribers who still buy plans based on the old way of “here’s a bunch
of stuff, some of which you need,” is all well and good, but what about a la
carte content? What about the possibility of cutting out the middleman and only
paying for what you want to see?
It makes sense for Apple to play ball with legacy providers, especially
after so many years have passed with so many reports of it being frustrated when
working out broadcast right with media providers. That’s probably why Apple is
poaching Pete Distad, an ex-Hulu exec, to come on board and smooth out media co.
negotiations. But the world doesn’t need another Hulu, or another extension of
the type of “TV Everywhere” campaign that cable companies are fond of putting
forward as true change – it needs to be upended, so hopefully that’s still
something in Apple’s sights.
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