Apple Buys Video Discovery Service, Probably for Apple TV

/ Aug 14, 2013

matcha

No one knows for sure what Apple TV is going to look like, but we definitely know Apple is building something. In recent months, Apple has secured deals to bring major content sources — HBO Go and WatchESPN — to its connected TV service, signaling that, yes, whatever plans it has for an eventual TV offering, the plans are serious.

Now VentureBeat is reporting that Apple has bought Matcha.tv, a video app that offers TV listings as well as personalized recommendations on what to watch across multiple content providers, including Comcast and online video services like Netflix, Amazon, and Hulu. The Matcha.tv service was actually shut down in May. At the time, CEO Guy Piekarz hinted that the service was not fully shutting down, instead the start-up was focusing on “a new direction.” It appears getting acquired by Apple is this new direction.

Apple’s TV play is a closely guarded secret. Though one element that everyone seems to agree on is that the company will try to fix the outdated grid model for TV listings and video discovery. And since Netflix, Amazon, and Hulu are all making investments in original online programming, it’s likely that this content will also show up in the recommendations. This is all to say: viewers will have another way to watch Netflix, Amazon, and Hulu originals in the way these services probably want them to — on TV.

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