Executives at media and cable companies have been resisting the idea of selling TV channels à la carte for years, saying it was not financially feasible. But that resistance is starting to give way to a more pragmatic approach that should benefit consumers.

Last week, officials at HBO said they would start selling an Internet-only subscription to the network’s movies and shows next year. Also last week, CBS started selling all its programming online for $5.99 a month. And companies like Dish Network and Verizon are planning to sell Web-based TV subscriptions.

The cable bundle — that overflowing buffet of hundreds of TV channels that can cost $80 a month or more — has understandably frustrated consumers. Many Americans would prefer to pay less for their favorite channels. But cable companies like Comcast and Time Warner and media conglomerates like Viacom and Disney have had a huge financial incentive to push consumers to buy ever larger bundles for higher prices. These companies have also successfully lobbied against bills introduced by lawmakers like Senator John McCain that would encourage cable companies to sell channels à la carte.

But the success of streaming video companies like Netflix and Hulu and the fear that many younger Americans may never subscribe to cable or satellite TV have forced media and telecommunications executives to rethink their positions. Companies like HBO and CBS are betting that they can reach more subscribers by cutting out the middleman and selling directly to consumers.