“The customer is getting disillusioned with rising cable TV prices, and they’re just looking for options,” Kagan said. “What Verizon is offering is a good idea. Verizon is not a heavy hitter when it comes to pay-TV, so I don’t know if it will impact the pay-TV industry. If it does, then it could enable more companies to offer this a la carte pricing and let the customer choose what they want to buy.”