New sports channels signal shift in Apple TV [CNET News]
When Apple released its iOS 4.3 update this week, it included access to subscription sports services MLB.TV and NBA League Pass on Apple TV. The services operate similar to a Netflix subscription, which was supported by the original interface of the second Apple TV device. The Apple TV user enters his or her existing MLB.TV or NBA League Pass account info and can view all the programming through Apple TV.
Aside from added programming options for Apple TV, this addition marks the first live sports programming to be made available on Apple TV, bringing it up to speed with devices like the Roku.
Unlike its music devices, which only provide access to music downloads from Apple's iTunes store, Apple's strategy for its video set-top has embraced other subscription services that don't go through the company's walled garden.