Hasta La Creative!

Time Warner Cable and other pay-TV companies are offering incentives to media companies that agree to withhold content from web-based entertainment services such as those pursued by Intel and Apple, people with knowledge of the matter said.

The incentives can take the form of higher payments, or they can include threats to drop programming, said the people, who asked not to be identified because the discussions are private.

Cable companies are seeking to keep customers by ensuring access to exclusive content while fending off competition from upstart Web providers. Favoring programming that’s exclusive may not be a surprising business tactic, but could cross lines if taken too far.

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