In an effort to attract content creators to its upcoming Web TV service, Apple is offering to share viewer data with programming partners. The tech giant is willing to share such details as who its viewers are, what they watch and when they watch it, according to the New York Post.

Access to Apple’s viewer data is likely to convince broadcast networks to come onboard, as it will allow them to better target content to viewers and advertisers in an effort to target more niche markets.

Broadcast networks traditionally rely on viewer data gathered by Nielsen Holdings N.V. measurements, but set-top boxes like the Apple TV make more direct tracking possible. The report notes that “traditional cable companies Amazon and Netflix, Inc. have refused to hand over” viewer data to programmers.

Sources speaking to the New York Post claim Apple are also ceding control over the service by allowing programmers to decide whether or not they want to air ads.

“They’re allowing a lot more decision-making by the content owner,” said one source familiar with the talks, adding that Apple has told potential partners, “It’s up to you; whatever you guys want to do.”

It remains to be seen if these rumors amount to anything as they go against Apple’s message on user privacy. In September, Apple CEO Tim Cook wrote in an open letter regarding user privacy:

“We sell great products. We don’t build a profile based on your email content or web browsing habits to sell to advertisers. We don’t ‘monetize’ the information you store on your iPhone or in iCloud.”

Cook reiterated Apple’s stance on user privacy earlier this year, when he said:

“We believe customers have a right to privacy, and the vast majority of customers don’t want people knowing everything about them. When you make a purchase, we make a little bit of money. It’s very simple, very straightforward. You are not our product; that’s our product.”

Apple is said to be planning to launch a 25-channel Web TV offering by September. The company is rumored to be in talks with ABC, CBS, Fox, Disney and more to provide content for the service.

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