• by Wayne Friedman , Staff Writer, November 13, 2015

Cable guys “hated” Netflix, according to Greg Maffei, CEO of Liberty Global, in a recent Deadline story. Maybe that isn’t news. But the question is, how long will that sentiment continue?

Cable executives continue to believe that they should have developed and owned the premium video digital space -- just as they did on traditional cable fiber wires. What’s not to hate?

Mind you, it’s not just cable guys who are averse to Netflix, but others who support the traditional TV industry. Traditional TV keep trying to right the ship.

Now you have Hulu -- co-owned by Comcast Corp (through NBCUniversal), 21st Century Fox, and Walt Disney -- reportedly looking to gain more media power  with the possibility of selling an equity stake to Time Warner. Hulu would like to catch up to Netflix, as a much bigger premium video site with it large library of theatrical movies as well as TV shows.

More changes: You have the biggest cable operator, Comcast Corp., looking to simplify its array of somewhat confusing video apps.

For example, there is Xfinity TV, which replicates the in-home offering, including linear and VOD lineup; Xfinity TV Go,  for TV Everywhere-sanctioned content; and Xfinity Share,  for live TV content.

There are more X’s to consider: X1, Comcast’s IP-based video platform, which looks to reduce the fragmentation between DVR, VOD and live. Then there’s the new Stream TV, a mobile-first service for broadband subscribers offering major broadcast channels, as well as HBO, VOD, some TV Everywhere content, and access to a the cloud DVR .

No, I don’t have any Comcast products, though I’ve been following them for some time  -- and continue to be confused. But I’m happy the company is looking to simplify things.

Are traditional TV companies still looking to play catch-up? And where does their anger really lie? Perhaps they should look to make a bigger -- and clearer -- leap into the next-generation video business.