It's an interesting perspective. In a way, I think that it may result in a revamping of the current content distribution system as we know it. Think of it this way - right now, we've got production companies who funnel their stuff to network conglomerates who, in turn, market, negotiate and distribute their content over their portals - cable or otherwise.
The biggest barrier to entry here is the market penetration of these networks and strength of buck behind them. I think, though, with a lot of different operators in a marketplace, your message becomes a bit watered down. What if the development here was more of a marketplace for these sites to funnel their content towards - which would in turn do the groundwork, the lobbying, the push and pull of negotiating deals with your digital distribution platforms (set top box manufacturers and the like)?
I worked in digital licensing for a major television network in NY. It was my dream to get back there. Now it's my dream to turn it on it's head.