I said this before... but I believe the only company(s) that will be able to get past the cable/broadcast "blockade" are ones that already OWN a large quantity of the content.
A likely candidate would be Sony and their PS3. They own a large chunk of TV shows as well as a large quantity of movies. If they made the commitment to do it, I believe they could pull it off. I just don't think they are willing to make that move.