Rumors are flying that Microsoft is in talks with TV providers to offer users a subscription based TV content next year. The reports, originating from Reuters, are sparse,  but this has not stopped the tech world from pontification.

Business Insider has already deemed the thought of Microsoft making another run for TV a fanciful thought at best, noting nearly every failed attempt along the way. But if there is one thing we have learned about Microsoft, it’s that it is quite willing to fail until it achieves success.

Microsoft has a strong entertainment platform

Obviously, millions of people have a 360 sitting in their living rooms at this very moment.  Personally, my Xbox 360 is a glorified Netflix player. Sure, I play my assortment of games, namely Fable 3 and COD: Black Ops, but when push comes to shove, Netflix is what dominates my 360′s daily routine. While I cannot assume that most other 360 owners have the same usage patterns, I do feel safe assuming that 360 owners are comfortable with using their 360 as an entertainment platform as well as a gaming device. 

Just like Apple has trained their customers to use iTunes to make purchases, leading to great success for developers with the App Store, Microsoft is training consumers that the Xbox 360 is a great way to consume and manage content.

TV Providers are willing to bend

Netflix wouldn’t offer a streaming only option if they didn’t feel secure in the fact that they could maintain their vast library of stream-able movies as well as rapidly expand it.  if we take a strong look at Netflix, TV providers are willing to bend  little bit if the right conditions exist. I wouldn’t be shocked if TV providers were looking at a potential gold mine with the Xbox 360.

Google and Apple

Google, like I have stated before, is treading on a lot of turf. Their latest (might I add poor) attempt to do so is with Google TV. Apple is treading on this turf as well with Apple TV, albeit not as poorly, or as brazenly. With validated attempts from Microsoft’s two biggest competitors, it would be ridiculous for them to not attempt to try the rocky world of TV again, especially when Microsoft has such an amazing platform, and trained consumer base, to do so.

Maybe it wouldn’t hurt Business Insider to attempt to give Microsoft the benefit of the doubt this time around. The storm is here for TV, and it is perfect. Let’s hope that Microsoft can leverage it.

[Cross-posted at Winextra]