Even if telecom/cable were fully deregulated, this is the situation you would face. A cable company may make $1 billion in revenue off of a city, but it probably costs them $900 million to serve the city. If someone else comes in and is able to radically undercut their costs at $600 million while simultaneously winning 50% of the market, both companies would still only make $500 million and lose money. The incumbent cable company probably has enough of a war chest to wait out the challenger's funding.
Infrastructure businesses are very expensive. There is no easy solution short of the government seizing the cable infrastructure, which would set such a dangerous precedent that it would probably destroy our economy.