“No, CBS chief executive Les Moonves and 21st Century Fox CEO James Murdoch did not say Apple by name, but management commentary on media company earnings calls hinted that an Apple Web TV service launch could be on the way, says an R.W. Baird analyst,” Reinhardt Krause reports for Investor’s Business Daily.

“William Power, an analyst at R.W. Baird, says Q3 media comments suggest that live, OTT (over-the-top) offers from Apple or perhaps Amazon.com may be coming, though timing, as usual, is unclear,” Krause reports. “Apple’s long-awaited Web TV service is expected to raise the bar for live streaming, thanks to its expected line-up of broadcast TV and sports.”

We anticipate some of the conversations we are having with new streaming distribution service not yet in the market will result in new revenue and will augment existing viewing alternatives. — 21st Century Fox CEO James Murdoch

There is a very good chance that one or more major media or tech companies will launch a new skinny bundle next year, leading to significant incremental subscription revenue for us. — CBS chief executive Les Moonves

“Apple is expected to offer a low-priced TV package, starting at around $40 monthly, with limited channels,” Krause reports. “So-called ‘skinny bundles’ are believed to appeal to the young adults called millennials”

Read more in the full article here.

MacDailyNews Take: Forgive us if we decline to hold our collective breath. It’s quite possible that without Steve Jobs’ help, Eddy Cue couldn’t get ink in a stationery store. Just kidding (sort of)! But, boy this is taking eons to accomplish, isn’t it?

Apple’s Internet TV service will have to have ESPN. It will also likely require the “Big Four” networks (ABC, CBS, Fox, NBC) – although it could launch with three out of four and eventually hammer out a deal with whichever one is being the most reticent. That said, having already missed the launch of the new Apple TV, Apple might as well wait until they have a full dance card.

What else would you consider to be must-haves?

Beyond the Big Four, if you go by ratings (total viewers), the top 20 cable networks are:

2. USA
3. TNT
4. Disney
5. TBS
6. History
7. Fox News
8. FX
9. Discovery
10. AMC
11. HGTV
12. Adult Swim
13. Nick at Nite
14. A&E
15. ABC Family
16. Lifetime
17. Syfy
18. Food
19. TLC
20. Bravo

Source: Nielsen estimates, full year 2014

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Apple’s move into content creation could devastate Netflix and Amazon
Tuesday, September 1, 2015

Why would Apple want to make their own movies and TV shows? – September 1, 2015
Apple exploring entry into original entertainment production – August 31, 2015
Media companies want Apple to charge more than $40/month for Internet TV service – August 28, 2015
Apple’s Internet TV: How many TV networks will make the cut? – August 18, 2015