Apple in quandary over live local programming for ‘New Apple TV’

Apple in quandary over live local programming for ‘New Apple TV’

The imminent launch of the latest Apple innovation - the 'New Apple TV' - will probably take some time. As of now, tech giant Apple and local content providers are in disagreement over the subject of gaining rights to show local programs and commercials.

As reported by Re/code, Apple has been unable to strike a deal with content providers to get live local programming for its Internet TV service. Apple has been insistently wooing local TV stations in the US, with a view to securing their live programming for its internet TV. To an extent, Apple's current actions are justified, as it is attempting to offer one particular thing extra than its rivals, Sony and Dish.

This one thing is 'widespread access to live programming from local TV stations'. For this, Apple aims to collaborate with TV stations across all cities in the US, in contrast to its competitors, who until date have offered local programming only in a handful of cities.

However, the predicament that Apple faces at the moment is striking a chord with local TV broadcasters. This is majorly because most broadcasters do not own all their local stations, and have an affiliate or franchise system. Now, in order to team up with these multiple operators, Apple would require a lot of investment. Further, for providing digital feeds of the programming from these affiliates, the broadcasters will have to build new streaming infrastructure. All this entails additional investment. This is the reason why TV executives favouring Apple have maintained, that the delay would be caused due to money, not technical issues.

However, Apple is optimistic of securing a settlement soon and living up to its aim of delivering a service with mass appeal, keeping local TV as its core offering. When asked about the same, an executive from Apple asserted, "This is supposed to be for 30 million people".


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