Apple is offering to share data and other insights with potential programming partners to get them on board with its new TV network package, The Post has learned.
The tech giant 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 and is letting them decide whether they want to air ads or not.
“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 to hand over insights that cable-TV providers, Amazon and Netflix have refused to share with programmers.
One reason programmers have been pursuing their own à 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.
Apple is playing unusually nice in a bid to catch up to rivals such as Sony and Dish’s Sling TV, which are fast building similar slimmed-down channel bundles without a cable-TV subscription.
Apple has been talking to Disney, CBS, Fox and Discovery Communications about supplying content for its package of 25 channels, with pricing pegged at around $20 a month, said one source.
The company is said to be prepared to write 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 discussions are said to be on a par with what cable operators pay on a monthly per-subscriber basis to carry channels.
The Wall Street Journal first reported late Monday that Apple was in talks with programmers to roll out the service in the fall. Apple shares rose 1.67 percent to close at $127. 04 on Tuesday.
Apple has already announced a deal to help launch Time Warner’s HBO Now, a mobile service that doesn’t require a 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 executives 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.
Meanwhile, 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.