Apple TV to get CW content in new streaming deal

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Television network The CW on Thursday announced it has reached a deal to stream content to the Apple TV, expanding its current at home digital options beyond Microsoft's Windows and Xbox platforms.

Company CEO Mark Pedowitz made the announcement at The CW's yearly upfront presentation in New York, reports Deadline, saying the network's TV Now apps will soon hit Apple's set-top streamer.

In the pitch to advertisers, Pedowitz pointed to his network's viewership numbers, 20 percent of which originate from digital sources. That metric is likely to grow when the installed Apple TV user base is added to the equation.

The CW said the ad-supported Apple TV app will function in much the same way as its Microsoft-centric counterparts, according to MacRumors, with no cable authentication required and full episodes available the day after first airing.

While the CW Apple TV app will be the first offered by a TV network, rumors have it that cable powerhouse HBO will be bringing a dedicated streaming service to Apple's device later this year.

The CW's TV Now is already available as a free iOS app.