Apple is rumored to be working on their own HDTV, and also working on bringing more content to their Apple TV Set Top box. According to a recent report, Apple is in talks with a number of TV companies about introducing commercial skipping technology.
Apple are looking to bring live TV to their Apple TV device, and they are apparently looking to offer a premium service where viewers could skip TV adverts.
Apple has a new trick up its sleeve as it tries to launch a long-awaited television service: technology that allows viewers to skip commercials and that pays media companies for the skipped views.
For more than a year, Apple has been seeking rights from cable companies and television networks for a service that would allow users to watch live and on-demand television over an Apple set-top box or TV.
Talks have been slow and proceeding in fits and starts, but things seem to be heating up.
The TV companies would then be compensated by Apple for the skipped commercials, although there are no details as yet on exactly how this will work.
It certainly does sound like an interesting concept, and would allow viewers to ski adverts whilst watch TV shows and the makers of the TV shows would still get paid for their content.