Apple has started talking to TV programmers and other video
companies about creating a digital TV guide that would work on
both Apple TV boxes and other Apple devices, like iPhones. The
idea is to let users see what kind of programming is available in
video apps made by the likes of HBO, Netflix and ESPN, without
having to open up each app individually, and to play shows and
movies with a single click.
That is: Apple’s guide would tell you what’s on TV. Except now TV
is apps. […]
But TV industry executives I’ve talked to view Apple’s plans as a
mixed bag. They like the idea of making their individual shows
easier to find, but they worry that moving consumers’ focus from
their individual apps to a universal guide will reduce their power
to promote their other shows.
The mindset of many TV executives is centered entirely around the special snowflake that is the channel they work for. In the real world, actual people just want to watch entertaining shows.