TV executives, with that special optimism of people with no other option, have said that it’s time they join a world where televisions are not the only screens. “We need to embrace all of the screens,” said Glenn Britt, CEO of Time Warner Cable, said at The Cable Show, a gathering of trade bigwigs in Chicago. “There’s no such thing as a TV anymore.”

How fondly the cable companies want to take smartphones and tablets into their warm embrace is a matter of debate. Some industry leaders, such as Time Warner CEO Jeff Bewkes, want to make television programming available everywhere, on all devices, for free. Others, like Viacom COO Chase Carey, feel that consumers have demonstrated that they’re willing to pay for content to be delivered to their iPad or other device, and cable providers should ask for that money.

But Carey also said that the business model for monetized distribution is not in place, and that the window of opportunity may close hard on the cable companies while they quibble over their proposed packages.

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