NEW YORK ( TheStreet) -- You might hate them for one reason or another, but don't bet against big media companies.Over the last year, it's been a powerful, Apple ( AAPL)-beating run. See the chart below, but names such as News Corp ( NWSA), Time Warner ( TWX), Comcast ( CMCSA), Disney ( DIS), CBS ( CBS) and Canada's BCE ( BCE) and Rogers Communications ( RCI) have easily outperformed AAPL. Why single out AAPL? Because we focus so much of our attention on that one stock's fate when, as I noted earlier this year, so many better investments exist, particularly in the media space. So, I'm not dogging Apple. You know I advise against counting the company out ( as if there's even the slightest reason to do so in the first place); however, market sentiment is not in Apple's favor. Somewhat quietly, big media names have helped -- in no small way -- fuel this rally. Don't let anybody tell you the rally is over. Or that Comcast's move to assume complete control of NBCUniversal from General Electric ( GE) was a bad one. It was anything but. Here's the primary takeaway with this and other key moves: You're witnessing the biggest boys in the media (A) build empires, (B) jockey for control against one another and (C) work in concert, even if unknowingly, to ensure new media, particularly Netflix ( NFLX), stays in its proper place. In addition to the Comcast/GE deal, we also have reports that Time Warner will sell most of its publishing business, but possibly keep brands such as Sports Illustrated. At the same time, News Corp prepares to spin off its publishing division this summer. Meanwhile, all three companies continue to secure contracts to crucial appointment viewing -- sports programming -- in the U.S. and abroad.
Pay attention. This is big. It's one of the most exciting stories that impacts the stock market going forward. If big media is smart -- and guys like Rupert Murdoch and Jeff Bewkes (love 'em or hate 'em) are sharp as tacks -- it will operate, in some respects, as partners. There will always be battlegrounds like prime time television, news ratings, and sports deals, but, as the dust settles, these companies need to find a way to pioneer digital platforms away from Netflix.