The direct reach to the consumer by large content producers such as WarnerMedia (HBO), Disney, ViacomCBS (Paramount + and Pluto TV), among others, redefines the roles in the value chain for all sizes of providers. In the case of cooperatives and SMEs in Argentina, the traditional role coexists - to be a sine qua non ally so that, through cable subscription, audiovisual content reaches homes - with the challenge of disintermediation, meaning, that each signal seeks to reach the consumer directly with different approaches. For example, WarnerMedia prefers direct contracting than going through the operator.