Eric Slivka for MacRumors:
Apple today announced that it will be supporting Paul McCartney’s new album release with a special free video stream of a live concert on Thursday, February 9 [iTunes Store]. The concert is not only being streamed via iTunes on Mac and PC, but will also be available directly on users’ Apple TVs, signaling new efforts by Apple to increase the utility of its set-top box.
This sounds like a proof of concept dry run for future live streaming on Apple TV as well as any other device that may be heading our way. Apple has long been a content provider with the iTunes Store and live sports on Apple TV, but this step toward “event” programming is new.