In Walter Isaacson’s popular biography of Steve Jobs, it was revealed that the Apple co-founder had apparently “cracked” the code of the Apple television set we’ve been waiting for. While speaking to a Brazilian TV network, Issacson admitted he left out a few details about the TV set from his book, out of respect for Steve Jobs and Apple.

Of course part of building a TV set of such stature, Apple has to get TV networks on board for streaming. In a news report from Hollywood Report, CBS’s CEO Les Moonves reportedly said no to Steve Jobs over a content streaming partnership…

Moonves said, while speaking at the UCLA Entertainment Symposium yesterday, that Steve Jobs approached him over a year ago to discuss the deal:

CBS CEO Leslie Moonves said Saturday that he was approached about a year ago by Steve Jobs to provide content for Apple’s long-rumored television service but he declined to participate…Moonves told a conference audience that he met with Jobs, the late Apple CEO, and heard a pitch for what was billed as a subscription content service, but ultimately he said he wasn’t interested in providing CBS shows or films to the venture.

Apple’s new TV set (not the set-top box announced last week) is said to be a game changer. And today’s comments out of Moonves, may confirm rumors that Apple has been trying to lock-in television networks for streaming content.

Along with the rumored Apple TV set, the streaming partnership could have also been implemented into other products, like a streaming service. More than likely, Apple has also talked to other networks like NBC, ESPN, and more over similar deals.

It’s not clear why Moonves would say no to Jobs. Perhaps it was over revenue concerns.

“I told Steve, ‘You know more than me about 99 percent of things but I know more about the television business,’ ” Moonves said, citing his concerns about providing content to a service that could disrupt CBS’ existing revenue streams. Moonves said Jobs, in characteristic fashion, strongly disagreed with his assessment.

We’re pretty sure he’s among the few men that have said no to the late Steve Jobs.

[The Next Web]

  • Remembering the old times when all music industry said no to Jobs and then came Napster…who was killed by iTunes…

  • Jobs was not a god even he thing so himself.

  • interesting article! thanks Jake! 🙂

    “I told Steve, ‘You know more than me about 99 percent of things but I know more about the television business,’ ” Moonves said”

    now this is what i think having balls means 🙂 confidence!

    • Anonymous

      except that 2 years top (being generous) they will be signing up with apple and they will make more money that way.

      Way too many people are not paying for cable anymore, they’re going all netflix, or hulu or pirating shows..

      Low cost for tv channels on a monthly basis is the only future. Some people are so used to doing something certain way that they can’t believe there is a better way.

      I canceled cable cause i was tired of paying $55 when i only watched about 3 channels and i had another 300 channels that i don’t care about.

      • The tv business as we know it is not accord at the times we live today. We need the information when we need it, and only the kind and the amount of information we need it. not less, not later, and  not certainly like we have it now. That’s something I’d like to pay nowadays.

        And… I cutted my cable too.

      • I really wish it were that easy to cut the cable (foxtel) here in Australia, but they air 5/7 games of NRL that I am into on cable.

        I think if cable companies want to compete they should abolish the current channel scheme, and make it a free to connect service where you subscribe to shows that you like for a cost that can be watched whenever you like.

        I have a feeling apple will do it this way.

    • Imahottguy

      I’m sure that Moonves believes he knows better. I bet the record companies believed that CDs were going to be forever and that Jobs was wrong then too. Fast forward a few years and iTunes is king, and most labels ink deals so that they can stay relevant. So I guess having balls doesn’t mean that the guy is right. We are going to see, very soon, the TV game change. Consumers are getting tired of paying too much money for 200 or 300 channels when they only watch 5 or 6. And of those 5/6 channels, we are watching perhaps 2/3 shows on each of those networks. I cut my cable over a year ago, and haven’t looked back. Netflix does it for my son and I, and until there is a better way, torrents too. I will gladly welcome a new subscription or al a carte model, because the current scheme is lame. Especially if I can stream whatever I want from Netflix for $8, why would I want to pay $13 to rent a DVR from Comcast, and then pay another $50 for their midrange package (because there are 2 channels that I really want, so I have to pay an extra ~ $15 for 2 channels). That is insane.

  • Just like the music industry we will slowly see the tv industry come around as they figure out tha technology is the future and should be embraced or they will get left behind.

  • This is what happens when old timers in charge of large corporations get stuck in there ways. Its 2012 grandpa.

  • Jex

    great article…

  • Anonymous

    What makes this news? Such that all the blog services are posting it? This is just one guy disagreeing about something.

    • It’s not just Larry down the street disagreeing with Pete down the street about their dogs coming on their lawn. It is two of the worlds largest corporations disagreeing on a potentially game changing product. If they make a deal it is going to affect you. It’s that kind of disagreement. Larry and Pete on the other hand…

      • Anonymous

        NEWS would be if CBS refused after ABC and NBC agreed. As far as we know there is no one on board, and we won’t know. And actually, I have kind of liked the mystery, the intrigue, the unveiling that occurs with the Apple product evolution.

        We never heard the progression of the movie studios signing the contracts with SJobs as they came on board? As I remember, Universal was resistant but finally came on board.

        What these guys need to realize is they are going from a “local” market to an international market in a heart beat!! And it’s thanks to Apple that they can. AND they are going to put a lid on all the pirating when the prices are reasonable.