Business

Apple offers to share TV data to entice programming partners

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.

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.

“They’re allowing a lot more decision-making by the content owner,” said one source familiar with the talks, adding that Apple has told potential partners, “It’s up to you, whatever you guys want to do.”

By dangling the “data carrot,” Apple is offering something that traditional cable companies, Amazon and Netflix have refused to hand over to programmers.

The tech giant is playing unusually nice in an attempt to catch up to rivals such as Sony and Dish’s SlingTV, which are fast building similar slimmed-down channel packages without a cable TV subscription.

One reason programmers have been pursuing their own a la carte streaming options is the promise of a more direct relationship with the consumer. For instance, CBS has launched its own $5-a-month streaming app, CBS All Access.

The tech giant has been talking to Disney, CBS, Fox and Discovery Communications about supplying content for its slimmed-down package of channels, with pricing pegged at around $20, said one source.

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. The programming fees under discussion are said to be on par with what cable operators pay on a monthly per-subscriber basis.

The Wall Street Journal first reported late Monday that Apple was close to deals with programmers to roll out the service in the fall.

Apple already announced a deal to help launch Time Warner’s HBO Now, a mobile service that doesn’t require cable TV service.

As for Comcast-owned NBCUniversal, Apple isn’t in talks to include the broadcast network or other NBCU channels in its package.

Apple execs felt they were left hanging after Comcast moved to acquire No. 2 cable provider Time Warner Cable. Apple was working with TWC to create a sleek user interface for the consumer to access TV apps before Comcast came along.

At the same time, Comcast has worked hard to wall off access to its high-tech set-top box, called X-1, from rivals such as Netflix.

“Apple just realized, it’s never happening and they can’t ever do a deal with them,” one person said.