TV as "an App"

If you take a look at this sample Internet TV interface, you will almost immediately sense something important: entertainment video, with some important advances in content availability, could someday become an "application" accessed from an icon on a mobile or fixed device. 


That doesn't mean "application" in the sense of a program, but as a gateway or portal to an entire menu of streaming services. 


You can figure out why a cable operator wouldn't like that.