The rationale, according to National Cable and Television Association spokesman Brian Dietz, is that neither customers nor cable companies should have to pay for new set top boxes to maintain service.

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When the first cable landed, Brian Herlihy, the CEO of Seacom said its arrival marked "the dawn of a new era for communications".

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The main dispute involves up to 10 players, including captain Brian Lara, who have deals with Cable and Wireless.

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Earlier this year, seven players, including batting star Brian Lara, were dropped because of personal deals with Cable and Wireless, which conflicted with the team's sponsor, Digicel.

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"Wireless is a conundrum for the cable industry in how we take that first step, " Comcast Chief Executive Brian Roberts said at an industry event last week.

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