Companies like Netflix, Amazon Prime and Hulu have started making a dent in traditional cable tv consumption. More and more people, globally, are watching tv shows and movies on other screens like, laptops, mobile phones and tablets. This has caused most cable companies (especially in the US) to move to other sources for revenue like telephone lines and cable internet.

Hulu, Amazon, Netflix and other similar companies are offering shows and movies a la carte and on demand. You subscribe to one of these services for a nominal fee and you can access whatever programs you want to watch, when you want to watch them.  This model is working very well for many consumers, but the space as a whole is gearing up for another disruption.

There are some startups like, Jacksonville startup whata.tv, that are hoping to reinvent tv by allowing users to subscribe to one channel a la carte and get the entire programming from that channel in real time or on demand.  Many analysts have suggested that this kind of model is where tv is heading.

On the other hand, you have startups like Sweden’s Magine, which is a full fledged cable operator, delivering the same programming, and functionality as traditional cable companies, on multiple screens and with even more features.

Magine allows viewers to watch programs in real time or on demand, without the need for a dvr. Magine, of course allows you to watch the content on any connected device.

With the stranglehold that the US cable operators have, it’s not likely that Magine will ever find it’s way onto US soil, but people in Europe love the freedom that the service is giving them. Beta testers, including TechCrunch’s Frederic Lardinois, love Magine, and of course we see why.

Check out our interview with Simon at TechCrunch Disrupt NY 2013, below.

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