Sling Media, makers of the Slingbox have quietly been positioning themselves as a video portal, adding to their core business of making home TV shows available wherever you are.
Sling is now part of sat giant EchoStar and therefore has some clout in the content world.
I guess that it's inevitable that all hardware manufacturers realise that they need 'software' at some point and go into the content business.
Indeed, the TV content business can increasingly be seen as a market of aggregators and wannabees served by the wholesalers (i.e. the programmer makers or distributors).
There's an interesting marketplace in the middle.