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Apple TV may include ad-skipping technology, says report

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Apple TV may enable users to skip through live adverts.

A report by journalist Jessica Lessin claims that the iPhone maker has been in negotiations with broadcasters for over a year to establish the technology.

Crowds line up around the Moscone West Center for the opening of the Apple Worldwide Developers Conference

© PA Images / Eric Risberg/AP

Crowds line up for WWDC 2013



It suggests that ad-skipping could be available in a premium version of the yet-to-be announced device, where users' paid subscriptions would essentially pay broadcasters for the loss of revenue.

Former Wall Street Journal reporter Lessin claims that negotiations between Apple and major broadcasters have been in "fits and starts", but have recently began "heating up".

Convincing media companies could be difficult, especially in the US, where adverts work in accordance with television ratings.

The company has previously filed a patent that suggests an ad-skipping system may be in development. It describes a technique that could swap to a different stream of video during advert breaks.

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