You know what I would like with iTV?
Live content.
Think about it for a moment. I think everyone hates how expensive cable TV is. I am paying $45 per month just for 50 channels or so, with maybe 10 of those I actually watch (the networks, MSNBC, NESN, FSNE, ESPN, and a few other random ones).
Apple has the TV Shows issue fixed, thanks to $1.99 per show on iTunes and season passes.
However, live content is the big issue. I would love to ditch my cable tv subscription and go soley iTV. But I like to watch sports, especially baseball and football. Also you need TV for news events, especially breaking news. iTV and iTunes does not (yet) allow you to watch live streaming content.
If Apple could somehow strike a deal to cover sports and other live content such as news...that just really opens the door. Major League Baseball already does it with MLB.TV, except it is browser based. Imagine the same thing, but on iTV!?!?
Do that, and I would seriously cancel my cable tv subscription and go a la carte with iTunes. I spend roughly $540 a year on my 50 channels of cable TV, of which I at most watch 10 channels. I would much rather spend say $270 (half of the $540) on the 5 or so shows I watch, plus season passes for my local baseball and football teams, and the news channel of my choice.
That is where iTV could become a real winner.