In its on-going quest to re-create the way that people think about viewing television, Apple has proposed a  TV ad skipping system for an upcoming service, according to reporter Jessica Lessin. As reported several times over the past couple of years, Apple has been seeking to bring a live (or on-demand) TV service to an upcoming product. However, it is unclear if this will be an entirely new display set or just an enhanced box.

In order to accomplish its TV goals, Apple has been talking with media companies about providing content for its upcoming TV-focused service. Over the years, Apple has discussed voice features, new interfaces, and more, but today’s report gives some insight into how Apple will work around ads. According to the report, Apple will allow users to skip ads, and Apple will reimburse these losses to the media companies:

In recent discussions, Apple told media executives it wants to offer a “premium” version of the service that would allow users to skip ads and would compensate television networks for the lost revenue, according to people briefed on the conversations.

Consumers, of course, are already accustomed to fast-forwarding through commercials on their DVRs, and how Apple’s technology differs is unclear.

It is a risky idea. Ad-skipping would disrupt the entrenched system of television ratings—the basis for buying TV ads. In fact, television broadcasters sued Dish Network when it introduced similar technology last year.

Apple’s Tim Cook, Eddy Cue, and Phil Schiller are reportedly key Apple executives in the talks with media providers. Apple is rumored to be hiring Hulu executive Pete Distad to assist in content negotiations, and Apple is also rumored to be in partnership discussions with Time Warner cable.

Apple has a patent that seems to line up with some of today’s claims.

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