When this happens, and eventually it will, in one form or another, it will be the end of broadcast TV's major role in our society. Even cable TV, in its present form, is an addendum to broadcast TV. When this happens, it will mean a fundamental change in the way entertainment and information is disseminated. The broadcasters must realize this, and they want to be sure they are paid what this behemoth is worth, or at least position themselves to benefit from the revenue that Apple, or whoever else, eventually receives. This will fundamentally change a model that has been in place in the US since the 1950's. The ramifications are incalculable.