Apple is exploring a move into original programming, a decision that could pit the CE giant against OTT players such as Netflix, Amazon and Hulu, and possibily traditional programmers as well,Varietyreported.

Citing unnamed sources, Variety said Apple has held preliminary talks with Hollywood execs about the plan, noting that Apple’s content chief, Eddy Cue, is running point on the project. Apple, a source told the pub, “is hoping to put a headhunting firm on those hires in the coming months.”

Variety said it’s still unclear if Apple would take the Netflix path and work with third-party producers or try to build its own studio, a strategy that ultimately backfired for Microsoft and its now-shuttered Xbox Entertainment Studios unit. 

The report on Apple’s purported original content plans come amid word that the company has been bogged down in licensing talks with programmers about an OTT-TV service that is now not expected to launch until sometime next year.

In the meantime, Apple is gearing up for the expected September 9 debut of a next-gen version of the Apple TV device. 

Sony’s over-the-top subscription TV service could serve up to 100 channels and fetch up to $80 per month, the New York Post reported Sunday (October 5), with sources telling the paper that the CE giant “got creamed in [carriage] negotiations.”

The paper, citing another unnamed source, indicated that the package could sell for a bit less – between $60 to $65 per month, putting it in-line with a traditional basic cable package. Of course, those potential monthly service fees don’t factor in the cost of the broadband service required to get the OTT service into the house.

But, if those numbers turn out to be correct, it’s yet another indication that breaking the traditional pay-TV model is continuing to prove difficult even as over-the-top, multiscreen video services continue to gain in popularity and a new wave of “virtual” MVPDs prepare to enter the market.

Sony “had huge ambitions of breaking up the bundle and being the champion of the consumer, but they’ve had no success in doing that and they’re licking their wounds,” a source told the Post. 

That might sound familiar. With its eye originally fixed on creating more flexible, "smart" bundles, Intel Media had similar ambitions with OnCue and, according to sources, had even secured the carriage deals it needed to pull it off. But Intel ultimately balked at those requirements, eventually punting on the idea and selling those assets to Verizon Communications.

Sony, meanwhile, declined to comment on the report in the Post, noting that it has not announced any pricing or packaging for its coming service. But a spokesman said the company still plans to start public testing of the new service before the end of the year.

Sony announced that plan in January at the CES confab. In June, Shawn Layden, president and CEO of Sony Computer Entertainment America, told Re/code that the new service, which he billed as “revolutionary,” was “on track” to debut sometime later in the year “in some capacity.”

Sony has announced one carriage deal for the new OTT service, with Viacom. That agreement covers "at least" 22 Viacom cable channels at launch, as well as access the Viacom's full on-demand package.

Dish Network is also developing a virtual MVPD service that, based on recent trademark filings, might carry the brand “nutv.”  Dish Network chairman Charlie Ergen said in August that he expects to launch a single-stream OTT offering by the end of the year.

Dish has already announced that it has secured digital streaming rights with Walt Disney Co., Scripps Networks, and A+E Networks, but hasn’t announced details on how it will price and package its service, though it’s believed that Dish intends to sell it in the range of $20 to $30 per month.

Variety reported late last week that Dish wants to offer local broadcast TV channels on a separate, premium tier for its new OTT service, but it’s unclear if Dish is having success trying to obtain the rights to pull it off.

WebTuner, a startup run by a group of cable and video tech vets, is joining a small yet growing group of companies that is working on a next-gen IP video platform that, it claims, will be capable of serving up a mix of live TV, video-on-demand and over-the-top video services.

Founded in 2010 and based in Redmond, Wash., WebTuner will base its “virtual MVPD service” on a cloud-based infrastructure that is being paired to a colorful line of miniature IP video clients and a fancy user interface that runs on Android.

But rather than building a “virtual MSO” that would sell services directly to consumers via broadband, WebTuner intends to partner up and integrate with large and small multichannel video programming distributors, including incumbent cable operators.  

That approach appears to share similarities to one being pursued by Layer3 TV, a company founded last year by several execs from the cable industry that is billing itself as a “next-generation cable provider.”

WebTuner’s baseline device/adapter that will run video services securely over WebTuner’s platform is outfitted with a dual-core ARM-based processor, an HDMI port, as well as integrated dual-band Wi-Fi, Bluetooth and Zigbee wireless connectivity, according to the company, which will be tooting its horn at next week’s NAB show in Las Vegas.

Although this adapter will be capable of streaming video, it’s really “a plug-in computer” that provides security at the chip level and will perform all the key functions found in a traditional set-top box, said WebTuner CEO and co-founder Bernee Strom, a “serial entrepreneur” who is late of companies such as Gemstar–TV Guide (now part of Rovi), Priceline.com, and Infospace, among others.

WebTuner is pairing that device up with a remote control with seven buttons on its front side, a full QWERTY keyboard on the flipside, and the ability to speak both IR and RF.

The device and the UI will also support an audience measurement system that could be used to deliver addressable and interactive advertising, Strom said.

Because WebTuner’s intention is to partner with MVPDs, it will rely on a bring-your-own programming and content rights model “for the most part,” she said, noting that WebTuner is also working on its own content deals.

And it’s already holding talks with cable operators and industry organizations, including the National Cable Television Cooperative, a buying agent for about 1,000 independent cable operators.

 “WebTuner is arriving at the right time, as MVPDs need a better more modern option to deliver video to their customers,” said NCTC president and CEO Rich Fickle, in a statement. “A dramatically improved user experience, lower cost consumer devices and Internet access for content across multiple screens  are essential elements for our members to remain competitive. We are in discussions with WebTuner and encourage innovative companies like them to bring innovative options to our members.”

But how MVPDs or others will work with WebTuner is an open question and will be dependent on their distribution rights. That could pave the way for a full suite of services delivered over IP, or set up new types of “lite,” more personalized video tiers that are tailored to college students, cord-cutters and other consumer segments.

As for WebTuner’s readiness, she said the company will have its UI completed by May (they’re open to licensing it), with its video adapters ready by the end of this summer. Its full platform will be set for launch by the second half of the year, she said.

WebTuner has raised $12 million of an anticipated $20 million round of funding. It has 15 employees, with developers in Toronto, Ukraine and Israel.

More detail about WebTuner and its approach will be covered in the April 7 issue of Multichannel News. In the meantime, here's a promotional video about WebTuner.