In the last few weeks, my Apple TV has gained a number of channels, and today added the national broadcaster here in Sweden. The app is fast and works well, and the selection is decent, so that's all good. What is interesting is that AppleTV apps used to be rare events, and it took even mighty HBO months to get in, and suddenly Apple is adding apps for broadcasters in comparatively minor markets - and one that has been a second-tier concern since the late nineties. That it is the government-owned channel also makes it clear that they didn't pay for the privilege - Apple must have decided to be much more open about this.
Is anybody else seeing this, in markets other than the US? It certainly made that little box more valuable.