In an effort to lure programming partners to its cable-like Web-TV service, Apple is playing very nice and willing to go the extra mile: it is allegedly offering to share details about its viewers, their habits, and other valuable information, reports the New York Post.
All the above info could help programmers target shows to both viewers and advertisers. According to sources familiar with the matter, Apple is taking “a more hands-off approach” with its possible partners, letting them decide whether they want to air ads.
“They’re allowing a lot more decision-making by the content owner,” said one source familiar with the talks, adding that Apple has told potential partners, “It’s up to you, whatever you guys want to do.”
By dangling the “data carrot,” Apple is offering something that traditional cable companies, Amazon and Netflix have refused to hand over to programmers.
Apple has opened talks with CBS, Disney, and Discovery Communications, and it is ready to “write the checks” to get them on board as it prepares its web-based service for this fall. Pricing is rumoured at around $20, according to one source, while programming fees — currently ironed out — are said to be on par with what cable operators pay on a monthly per-subscriber basis.
The New York Post report also mentions that Comcast-owned NBC Universal is not part of the discussions since Comcast went after Time Warner Cable. You may recall that earlier reports mentioned that Apple was in talks with TWC; the talks broke down when Comcast acquired TWC and Apple realized that it couldn’t reach a deal with them.
Apple is rumoured to officially unveil the TV service at WWDC, with the launch scheduled for the fall. Pricing is yet unknown, but the service is said to include roughly 25 channels.