As you may have heard, McCartney went live on iTunes (Actually is live as I write this post...)...
This is one amazing event, and free from Apple. Just had to go on my AppleTV, select iTunes Live and there it was. That's why a love so much the iOS ecosystem, just click and watch!
I hope there will be more of that kind of events in the future.
Pretty sure this is a premise for Apple TV Network in the future