#matcha.tv

“Everyone’s talking about the new battle for exclusivity, original content production, where the platforms fund and produce their own shows without the help of big studios. But this war is different. Instead of competing to produce the most content, the…

Apple acquires Matcha.TV

Apple has bought a start-up called Matcha.TV according to the Wall Street Journal. Apple has also confirmed this to the Journal in its own cryptic manner stating that it buys companies from time to time without revealing what it’s going to do with it. Matcha.TV will help Apple reinvent the TV experience.  The technology owned by Matcha.TV has is pretty crucial, and other tech giants like Microsoft and Nintendo already have products that are similar to Matcha.TV. That said, Apple has had a fledging presence in the living room with its Apple TV box. Matcha.TV aggregation technology allows users to find content across the Internet from a variety of services like Amazon, iTunes and NetFlix. In fact, Microsoft is betting big in this space with the Xbox One and once the console is launched later in the year its customers will have the ability to aggregate video content from multiple sources. As of now, Matcha.TV has deleted all its customer data and shut down its website. This is pretty much a routine exercise for a company that has been purchased by Apple, but over time one can expect it to return integrated in Apple’s hardware especially the Apple TV or the prophesied iTV.

“Apple’s latest acquisition is the recently shut down second-screen TV/video app Matcha.tv, according to a source with knowledge of the deal that asked to remain anonymous,” Tom Cheredar reports for VentureBeat.

“Matcha.tv was an iOS app that provided…