By enabling cable subscribers to jump ship without even notifying their cable company, that's how.

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Google, the Internet search giant that wants to wire Kansas City like no other place, is reportedly pondering a jump into the cable TV business.

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"If the bar is set too high, of course no one is willing to jump, " said Mr Cable.

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Cab fares would rise 4 percent while the cost of cable and satellite TV services, tickets for sporting events and movies would also jump by the same percentage.

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Streaming has officially made the jump from a lonely obsession carried out with a laptop and headphones to the standard alternative to cable TV, viewed on the living room TV like everything else.

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Or maybe Comcast would want to jump into the video streaming game, giving the company a way to reach consumers not in their cable footprint.

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The largest U.S. cable company, Comcast (nasdaq: CMCSA - news - people ), saw revenue jump 12.1% in its third quarter, while number three Cox Communications (nyse: COX - news - people ) posted an 11% gain.

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