Report: Apple Tv To Skip Ads, Compensate Advertisers

Apple is attempting to get the broadcast and cable networks to sign off on a plan that would allow users of its Apple-TV settop box to skip commercials on both live recorded shows automatically, Former Wall Street Journal technology news writer Jessica Lessin wrote on Monday that Apple has told network execs that its new service would compensate them for revenue lost by viewers who skip the ads. Networks may very well be eager to make, rather than lose, money off the practice, Lessin wrote. She also noted that last year, Apple was granted a patent for an ad-skipping system that swapped in a different stream of video during a commercial break, suggesting that it would work with live television shows. DISH Network's ad-skipping Hopper technology only works with shows that the user has already recorded.



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