Apple TV proposal was rejected by CBS, report says

Now that the new iPad has launched, Apple fans are left to buzz about the company’s next steps in the television space. Last week, the company unveiled a new version of its Apple TV set-top box, which gave Apple TV users access to the videos they had purchased from iTunes in the Cloud.

But, according to the Hollywood Reporter, that’s not all that Apple had planned for the television space.

CBS chief executive Leslie Moonves said Apple’s late co-founder Steve Jobs approached him to talk about a subscription streaming service about a year ago. Moonves told audience members at a UCLA conference over the weekend that he said he wasn’t interested in providing CBS content to the service because it would upset CBS’s current revenue streams.

Apple has had mixed success getting video content providers to jump on board with its television service, though the Wall Street Journal reported that the Apple TV announcement shows some studios are becoming more comfortable with Apple’s plans. The fact that Lions Gate, Sony, Disney, Viacom and Time Warner are willing to let Apple allow its customers to stream their content on more than one device is a significant change for the studios. Other deals, however, have prevented some content from being a part of the deal. For example, Time Warner’s deal with HBO prevents some content from being streamed, the report said.

As convergence becomes the watchword of the content industry, tech giants such as Apple, Google and Amazon have raced to work out a complicated arrangement of deals to stream content and keep users locked into music, video and app stores as well as their devices.

With the new iPad, Apple is making a serious push for video and television, boasting that the device has more pixels than the average HDTV.

Related stories:

Apple ready to tackle television with its new iPad

Pre-orders for iPad sell out

How the new iPad stacks up to competitors

Hayley Tsukayama covers consumer technology for The Washington Post.

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