Bajarin said leveraging the Internet-to-TV option through a technology like Flash is one way to give consumers more choice about what they watch, and also will provide an interface for how they can access content from their favorite TV network Web sites. Currently, if people want to use the Internet to watch TV, they have to go to different Web sites on a PC to find what they want to view.

"The cable and satellite guys are a slow-moving machine," he said. "It's about time to start to have new experiences to consume and browse and share content that is not dictated by the service providers."

Microsoft also has a streaming video and multimedia technology called Silverlight that competes with Flash, but so far has not released a version that can stream content from the Web to a TV set.