Apple: Apple TV box currently plays videos purchased with iTunes on a TV set; wants to offer 99-cent rentals of new TV shows, making big announcement today and stream it live on Apple.com.

 Amazon.com: Sells on-demand videos playable on set-top boxes and TVs; wants to offer unlimited viewing of older TV shows and movies for subscribers, expected to make announcements this week.

Netflix: Online streaming service lets subscribers play older TV shows and movies on media players and game consoles, expected to be a part of Apple’s announcement today.

Google: Google TV software seeks to merge TV and Web programming on TVs using various hardware, set to debut in time for this holiday season.

Hulu: A paid subscription service will offer new episodes of many TV shows on Internet-connected TVs and other devices like PS3s and XBOX360s.