Apple had the exclusives with iTunes for NBC. NBC gave access to Amazon now. Exclusive content means that your customers have to buy into the channel of the exclusive partner - whether that is an iPod or cell phone or some other device.
Now cable operators (cablecos, telcos, DBS) are fighting over TV content. DirecTV has the exclusive for NFL Ticket. Now Grande has an exclusive on some Dallas Cowboy football, that gives it an advantage over TW Cable, who has not reached an agreement with NFL network in over a year.
New entrants are not worrying about how much the content costs - right now. But cable and DBS (satellite) companies have been at it while and know that you can't negotiate backwards and you can't put the genie back in the bottle.