Apple's move to support YouTube through the Apple TV may mean more that Steve Jobs' lets on, as broadcaster Viacom reveals it may license its content for playback on the device.
Apple's boss categorised his company's involvement in the Apple TV sector as a "hobby" this week, as he debuted its future YouTube support at this week's D: All Things Digital event.
He may have been economical with the facts. Broadcasters now seem set to embrace the now Google-owned YouTube service as an element to their broadcasting infrastructure.
Viacom Media is currently suing YouTube for $1bn (£505m) - a lawsuit Google CEO (and Apple board member) Eric Schmidt categorises as "a mistake".
Also speaking at D, Schmidt said that if Viacom had waited, his company would have provided the tools to screen out and automatically take down their offending content.
Meanwhile, there are signs of a thaw at Viacom: "We're always vigilant about protecting our copyrights," a Viacom spokesman told Reuters. "But we would welcome the opportunity to license our content to Apple as we do with all distributors," he said.
In March, UK broadcaster the BBC agreed a deal with YouTube that will see short news and entertainment clips made available through the service.
EMI yesterday also agreed a deal with YouTube that will allow its users to access videos by EMI artists - all four major labels have now reached such deals with the service.
"EMI and YouTube have agreed to work together to develop ways in which EMI-owned recordings can be incorporated into user generated content by YouTube users," that report explains.