No More Ads for Apple TV?

In this article by Bloomberg, it was reported that Apple is considering adopting a new strategy of allowing viewers to skip through ads on their TVs. This idea is forward thinking, since ads have been a primary source of revenue for TV networks. According to a survey, three-quarters of consumers use DVRs in order to fast forward through commercials. The idea of being able to skip through ads is one that has been recently voiced, however, many different networks and companies are reluctant to change this since ads are their main source of revenue. I am interested to see what deal could be reached between Apple Inc. and its sponsors, who pay for the ads that could be skipped through.