The Orange View (on hiatus) Because Apple is great but it isn't perfect


Apple could really help indie TV flourish

Back when Apple first added video to the iTunes store in 2005, I thought for certain part of their strategy would be created a new platform for broadcast-quality content without all the baggage of running a TV network or cable channel. But for reasons I don't understand, maybe not wanting to anger the networks, they never did.

I got to thinking about the issue again today when John Gruber linked to a post about Netflix commissioning some original shows that would be streamed solely to its subscribers. Gruber concluded:

Genius move, if they can pull it off.

And, if they do, when does Apple start doing the same thing? Imagine a hit show that’s only available through iTunes.

-DaringFireball, March 16, 2011

But why would Apple wait for Netflix? Why have they waited so long? There have got to be plenty of talented, Apple-loving creative types out there with great ideas for micro-shows, or even maybe major future hits. And unlike Netflix, which would have to make big bets on a couple of shows and start funding them out of its subscription revenues, Apple could add shows to iTunes and have viewers pay the freight -- and choose the winner -- directly.


Posted by Aaron Pressman

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  1. I’ve been preaching this since 2006 and the release of iTunes 4.7.

    The next opportunity will come with the new Front Row in 10.7 Lion and the AppleTV App Store – both unannounced and expected to be HUGE.

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