Also, it can be ran through water pipes to retrofit areas that you dont want to dig up
And if you're really ambitious, you can run it through oil pipelines.
One of the first nationwide VOD networks was a private one run by a big oil pipeline company in Houston. I knew someone who worked on one of its daily live news shows that was transmitted that way to energy traders and oil/gas executives in offices across North America.
They made a mint selling the excess bandwidth to television stations and networks.