I think most people overcomplicate what the next Apple TV should be and we confuse the service model with the device.

Just open up the current Apple TV to developers. iPad didn't have many purpose-built applications before it launched, and now most major broadcasters, cable networks target the platform. Open it and they will come.

Oh yes, and spend as much of that cash that you need to to get the NFL Sunday Ticket away from DirecTV. (http://www.adweek.com/news/television/directv-may-punt-away-...)