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Credit: Reuters/Robert Galbraith By Yinka Adegoke and Lisa Richwine Wed Mar 7, 2012 7:47am EST (Reuters) - Netflix Chief Executive Reed Hastings has quietly met with some of the largest U.S. cable companies in recent weeks to discuss adding the online movie streaming service to their cable offerings, according to sources familiar with matter. In what would ratchet up its competition with HBO, the talks could lead to Netflix becoming available as another on-demand option for cable subscribers through their set-top boxes, according to three people familiar with the talks. If a partnership came to fruition, a cable operator might offer Netflix as an additional option added onto a subscriber's cable bill, according to a fourth person. Any partnership would be a major about-face for many in the traditional cable industry who had initially seen Netflix as a threat to their $100 billion-a-year business. Hastings has strongly hinted at investor conferences in recent weeks about the possibility of Netflix one day being a cable channel rival to premium networks like Time Warner Inc's HBO. "It's not in the short term, but it's in the natural direction for us in the long term," said Hastings, speaking at an investor conference last week. "Many (cable service providers) would like to have a competitor to HBO, and they would bid us off of HBO." While most industry watchers considered Hastings' comments as little more than thoughts about the future, people familiar with the talks said he has already met with senior cable executives to discuss how such a partnership might work. At least one cable operator could experiment with offering Netflix by the end of the year, said one of the people. A Netflix representative declined comment on any talks with cable operators. While Netflix offers mainly old TV shows and movies through its Web streaming service, it had been seen as a threat by some cable operators and cable networks worried the $7.99 a month service would lead to customers dropping the much more expensive cable TV package, a fear that has become known in the industry as "cord cutting." Time Warner Inc Chief Executive Jeff Bewkes famously dismissed the idea that Netflix was a serious threat by equating the service to the "Albanian Army." More recently, however, Bewkes and other media chiefs, including Viacom's Philippe Dauman, have been much more positive about Netflix, in part because the service has boosted their coffers by licensing older shows. Comcast Corp, the largest U.S. cable operator, last month launched its own online video service for subscribers called Streampix that is supposed to be its answer to Netflix. Comcast executives say they will do everything they can to keep subscribers watching video through its own systems. Netflix also faces more competition from incumbents including Verizon Communications' joint venture with Coinstar Inc's Redbox due later this year. There are also significant plans still in the works at Google Inc, Apple Inc and Amazon.com Inc in the online video space. Even if a deal is reached in the near-term, actually receiving Netflix through a cable provider could still take months to launch. Hastings would first need to rework his licensing deals with programmers since most existing contracts will not allow Netflix to deliver their shows on a cable box, according to a senior programming executive. Offering Netflix through a cable package could help the streaming service avoid a separate potential clash with cable operators over rising costs for online video traffic over their Internet pipes. Cable operators are the dominant high speed Internet providers in the U.S. and have been trying to devise methods to manage their costs and traffic of online video. Time Warner Cable is the first major cable company to stick its neck out with a trial in Texas to charge users for the amount of bandwidth they use. Online video is commonly acknowledged as the heaviest share of Internet traffic. (Reporting By Yinka Adegoke in New York and Lisa Richwine in Los Angeles; Editing Peter Lauria and; Tim Dobbyn) Tech Media Related Quotes and News Company Price Related News Tweet this Link this Share this Digg this Email Reprints We welcome comments that advance the story through relevant opinion, anecdotes, links and data. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. For more information on our comment policy, see http://blogs.reuters.com/fulldisclosure/2010/09/27/toward-a-more-thoughtful-conversation-on-stories/ Comments (2) moonhill wrote: Edition: U.S. Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom Back to top Reuters.com Business Markets World Politics Technology Opinion Money Pictures Videos Site Index Legal Bankruptcy Law California Legal New York Legal Securities Law Support & Contact Support Corrections Advertise With Us Connect with Reuters Twitter Facebook LinkedIn RSS Podcast Newsletters Mobile About Privacy Policy Terms of Use Copyright Our Flagship financial information platform incorporating Reuters Insider An ultra-low latency infrastructure for electronic trading and data distribution A connected approach to governance, risk and compliance Our next generation legal research platform Our global tax workstation Thomsonreuters.com About Thomson Reuters Investor Relations Careers Contact Us Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. 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