The gears have shifted. Apple (AAPL), Google (GOOG) and Intel (INTC) are all eyeing the television industry apart from their computer ventures. While the three companies are working on streamlining television programming into their services, cable companies are stonewalling these efforts aggressively. Evidently, they do not want to share.

Cable companies do not want to share the market according to reports. However, for companies like Netflic (NFLX), shareholders are keen to find out what this development holds for them. Agreements between Apple and HBO as well as Apple and Disney (DIS) still seem lacking and limited. Television streaming services will need to change more if people want to see any changes.

Cable companies are taking the threat to a new level as they start offering incentives if media companies will refuse offers from Intel and others. Specifically, Time Warner Cable (TWC) together with other pay-TV firms are working on making their content exclusive just for television.

The incentives offered feature increased pay to content firms who reject TV online offers. There are also warnings about dropping programs in case any company agrees to online TV streaming. An official at Charter Communications (CHTR) and Time Warner defended the measures they are taking. According to these companies, they are simply "protecting the ecosystem."

Intel particularly now struggles with content negotiations as stated in The Wall Street Journal. The blog post by Shalini Ramachandran and Amol Sharma claimed Intel's plans on launching their TV services may be hard to realize unless cable companies will let up. The TV service will feature live TV feeds which can potentially kill cable subscription even more.

Cable companies are not very open to see live TV feed services offered over the internet. Google and Apple have a multitude of products they can capitalize on to boost their company positions. Intel, on the other hand, is another story. Personal computer sales are reaching a slump thus they are more focused on venturing to other services like television over the web.