MUSIC TV: TAKING SHOTS AT MTV WITH NEW DIGITAL TV STATION

In an unexpected move, Apple announced in late October that it would launch Apple Music TV, a new 24-hour curated live stream of chart-topping music videos, designed to encourage more consumers to subscribe to its Apple TV+ streaming service.

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The firm’s first foray into live TV might have gone down without much fanfare, but it sets a precedent for the future.

INTRODUCING APPLE MUSIC TV

It’s been almost a year since Apple launched its premium television streaming service, and though it’s scored a couple of hits and awards for titles like The Morning Show, it’s fair to say that Apple has struggled to convince consumers that it’s a service worth signing up for. At least yet, anyway. Apple offered Apple TV+ for free for consumers who purchased an iPad, iPhone, or Apple TV device, and that free trial offer has been extended through February amidst the COVID-19 pandemic, which has halted production on upcoming TV shows and movies. Apple, naturally, wanted to ride the wave of some of its successful titles like Jennifer Aniston-led The Morning Show and the critically-acclaimed “Beastie Boys Story,” “Defending Jacob,” “Central Park,” “Home” and “The Elephant Queen,” but the pandemic put a spanner in the works and canceled plans for fall releases of its hard-hitters. Several shows are back in production following a hiatus,