There's been a fresh round of "Apple is building a TV" rumors
lately, and now comments by CBS CEO Les Moonves during his
company's earnings call may reveal more about what Cupertino
would like to do. Many of the rumors are based on quotes by
Steve Jobs in his biography that he "cracked" a way to make an
integrated TV set that was easier to use -- a major jump from
the current Apple TV add-on box. While responding to analyst
questions about why CBS isn't on Hulu, Moonves mentioned the
network did not join in "Apple TV" for the same reason: because
it (like Hulu) was an advertiser split.  As we've discussed at
length on the podcast, any efforts to remake how the TV business
works won't get far without content, and so far CBS and its
fellow studios have not been interested in playing ball. Why is
that? According to Moonves, current deals (with cable and
satellite, for example) are worth "hundreds and hundreds of
millions" in guaranteed cash payments, and rather than seeking a
share of advertising down the road,