More Reports of Technology Giants Interested in Internet TV Show That the Problem Isn't Technology

[Commentary] Rumors of Intel's and Apple's interest in launching some kind of online cable service have been circulating for months. Years, even. Now we can add Google to the mix, too. It's clear that major tech companies have the technology ready, and they've been making phone calls and taking meetings. So with all these rumors, and all these giant tech companies involved, why haven't we actually seen a service get launched?

The technology's ready. Here’s why: The Wall Street Journal reports, "There is no guarantee Google, or any of the technology companies, will be able to strike licensing deals." And as the New York Times reports, "No deals are imminent." The barrier is the deals—incumbent video providers are not about to let themselves be "disrupted" without a fight. Through their buying power, they can prevent content from going online. The media marketplace is so concentrated, on both the production and the distribution side, that just one or two companies can veto new entrants. The company that ends up launching a true Internet cable service will not be the company with the best technology or the brightest engineers and designers. It will be the company that is able to come up with a business plan that doesn't scare the incumbents. That's too bad.