I'm a cable company. Subscribers pay me a certain fee each month to access content that I provide. I also get a percentage of advertising revenues sold during the shows on networks that I exhibit. I'm the History Channel. I get paid 40 cents per subscriber of cable. I also sell advertising space during my shows and make a percentage of that. The problem is that I have the word "Channel" after my name. Why? Because someone can only access content that they want to see at any given time. if they don't like what's playing on my channel right now, they don't access my content and my advertisers don't access them. How Apple TV will fix that. The History Channel will have its own Apple TV App much like the Apple Newsstand. So it'll be an app container. Inside of that app, will be every single show the History Channel currently provides. So say Pawn Stars has their own App. The only way you can access its app is inside of the History Channel App. Ok, so I've downloaded the Pawn Stars App. I can now purchase for $1.99 per episode every single episode of every single season. There are Six Seasons and 136 different episodes. So the most someone will spend on that History Channel app is $270.64. Apple takes 30% of that. So now we're at $189.45. $189.45 X 7,000,000 = $1,326,136,000. That's one TV show on one channel. A: Think of the money other networks can earn that have even better ratings than the History Channel B: Think of the money Apple can make C: Think of all of the money that other people can make who aren't part of a network - as long as they get their content into the hands of a few people and it can become viral.. Two words: Cha ching So many more people will switch over to Apple TV to save money vs. cable networks.