Small wonder, then, that more people are dropping cable and satellite, as Reuters reports. No one ever died for dear old Rutgers, and no one wants to go broke for it either. This is a box from which the entertainment companies have to get out. Netflix is one way out. But here's another -- Apple TV. Not the little receiver Apple ( AAPL) is selling today, but the long-rumored big-screen TV and programming device Apple is expected to introduce next year, as CNET reports. An operating system that replaces the cable box, that lets you buy all the entertainment you like for less than what you're paying now for cable, is how Hollywood gets out of sports' way. Unbundling, once a dirty word in Tinseltown, is -- thanks to the increased cost of sports -- becoming the only hope. At the time of publication the author had a position in AAPL.Follow @DanaBlankenhornThis article is commentary by an independent contributor, separate from TheStreet's regular news coverage.