UK Users
As others have pointed out, clearly this device is useless without the content. Apple hasn't pushed to get television content on iTunes in the UK, and may have missed the boat.
Channel 4 has launched it's
download service, ITV is
launching (link: subscription required) theirs in the next few months (It will be advert supported and free) and the BBC is expected to launch it's
iMP download service later this year. Considering the investment each broadcaster has made, are they going to put their content on iTunes? I feel Apple should have the content on iTunes for two reasons.
1) Channel 4 & the BBC's service use Microsoft DRM and therefore do not support the Macintosh platform. I presume ITV's will also require Windows. This locks Mac users out of content download, meaning we need iTunes!
2) Apple tv needs content. Movie trailers and music on TV is hardly worth £200.
What about movies? Come on! The movie download market is practically none existent here, so Apple has a better chance than with the TV networks, i think, as there has been little investment.
I still think the television networks will want to get onto iTunes, as there is a larger consumer base, however, i feel inclined to think they will be reluctant after investment in their own distribution products models.