Apple offers to share some user data to land programming partners for new Internet TV service

“Apple is offering to share data with programming partners to get them on board with its cable-like TV network package, The Post has learned,” Claire Atkinson reports for The New York Post. “The company is willing to share details on who its viewers are, what they watch and when they watch it to entice broadcast networks and others to go along with the service, sources said. The information could help programmers better target shows to viewers and advertisers, who are increasingly chasing niche audiences.”

“Apple, which is known for tightly controlling its ecosystem, is taking a more hands-off approach with programmers, such as letting them decide whether they want to air ads,” Atkinson reports. “By dangling the ‘data carrot,’ Apple is offering something that traditional cable companies, Amazon and Netflix have refused to hand over to programmers.”

“Apple is said to be prepared to write the checks to get deals done quickly, in time for a fall launch, although its doesn’t have anything in writing just yet,” Atkinson reports. “The programming fees under discussion are said to be on par with what cable operators pay on a monthly per-subscriber basis.”

Read more in the full article here.

MacDailyNews Take: Given Tim Cook’s outspoken and very consistent comments regarding users’ privacy, we’re going to assume that users of Apple’s Internet TV service will be allowed to opt-out or remain anonymous.

[Thanks to MacDailyNews Reader “Bill” for the heads up.]

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    1. Well, it’s not exactly the same as Google. Apple aren’t themselves exactly ‘selling’ the user as the product. This is data the media providers want in order to maximize their marketing data and ad targeting. But the effect is the same I suppose.

  1. The networks aren’t going to provide their signals without getting ratings information (particularly, how many TVs are watching each show and how many of the viewers are in the critical demographic for advertisers). Without that information, they can’t sell commercials. So, unless Apple was willing to provide at least that much anonymized user data, this would clearly be an impossible deal. They are still going to have to get past the exclusivity clauses in their agreements with the local affiliate stations, but that is another issue.

    1. dont know how anonymization works, but I’m guessing networks could just get your IP address for your identity. Maybe Apple would pipe your app’s data thru a sterile washroom midway in the network for anonymity. I prefer rabbit ear televisions.

  2. By dangling the ‘data carrot…

    Gotta keep the marketing departments happy! (o_O) I suppose it also provides them with the equivalent of a Nielsen rating system, albeit without the benefit of third party data gathering and analysis. I wonder what Nielsen will do with themselves after the à la carte revolution.

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