Sydney- Apple began marketing its Apple TV device, the wireless set-top box designed to show video downloaded from the iTunes store on living room televisions, in Australia last week, priced at A$449 (US$359).

 

The marketing campaign makes no mention of the availability of movies or TV episodes, referring only to home movies, movie trailers, podcasts and digital photos. The blurb says: “Instead of huddling around your computer to watch what’s on iTunes, connect Apple TV to your widescreen television and wirelessly sync your iTunes library … You’ve just changed the way you watch digital media."

 

With a few exceptions, Australia’s free-to-air networks have been reluctant to use the Internet as a distribution tool for their programs. Two weeks ago the Nine Network pulled the plug on its Catch-Up TV service, which offered downloads of McLeod's Daughters episodes via ninemsn for A$1.95. A Nine rep said Catch-Up TV would be re-launched soon with a new service provider.