At the National Cable Show in Washington, DC this week, the cable content giants are embracing the idea of "TV everywhere" — giving people who pay for cable TV, access to more content, on-demand.

The idea is that the more added-value consumers get, the more they'll think it's worth paying those bills. It's clear that consumers are spending more time streaming content on their mobile devices-- and want more flexibility.

The question is how cable content companies want to handle their digital distribution strategy.

Comcast's new cable operating system, voice controlled remotes and increasingly robust user interaction will be 'game changers' for the television industry, said Comcast chairman and CEO Brian Roberts. He spoke with CNBC's "Squawk on the Street" Tuesday from the NCTA "The Cable Show" in Washington, DC.

"It starts with our goal which is to take all of the intelligence out of the cable box and put it in the cloud. That allows us to innovate faster," he said. "It's smarter, it's personalized, it's easy, it's fun and it's beautiful... at the same time, it gets you to your content faster, it learns about your behaviors and your preferences."

Consumers are keeping their cable TV subscriptions despite emerging online alternatives, Viacom CEO Philippe Dauman told CNBC's "Power Lunch" on Tuesday.

"If you look at all the technological advances and all the great content that exists today and the ability of people to watch that content on multiple screens, there's never been a better time for television," the Viacom executive said.

He said that consumers want more content that they can watch on multiple devices whenever they want. "We're already doing some of that," Dauman said. "We need to do more."

With Pandora and fears of rivalry from Apple's streaming radio service, it was a case of sell the rumor and buy the news. Past reports of Apple's pending service sent Pandora shares tumbling on various occasions.

But today, when Apple announced its iTunes Radio — Pandora shares closed 2.5 percent higher and continued to move up after-hours.

ITunes Radio is more similar to Internet-radio service Pandora, than on-demand Spotify. Here's how it works: users can pick an artist they like, and then iTunes will program a "station" with similar artists. Users can program their own stations or pick from ones Apple has already created. The radio stations are free, supported by ads, and for iTunes Match subscribers, they are ad-free.

Facebook realizes it has a Madison Avenue problem: It has too many ad programs, and they're complicated and confusing, which discourages ad buyers from spending.

But the social-media giant is trying to fix that: At an event Thursday at its headquarters in Menlo, Calif., the company explained to journalists and ad buyers its plan to win back Madison Avenue.

Facebook said its plans to move away from showcasing all of its ad products to instead offer more solution-oriented programs. It says it will begin helping brands do specific things: drive in-store sales, generate online conversations, drive app downloads, and improve brand awareness. (Facebook posted this "Update on Facebook Ads" on its blog.)

"Even though every product is really good on its own, the whole is less than the sum of all parts. It should be simpler," said Fidji Simo, Facebook's product manager for ads. "What we want to do is take the guesswork out of the process."

And with this new solution-oriented approach, Facebook is slashing the 27 ad products it offers to just six or seven over the next six months. The company said it isn't eliminating any ad functionality -- just redundancies -- by sticking with the ad options marketers have found easiest to use.

(Read More: Ashton Kutcher: 'Facebook Is the New Religion,' Twitter Is Too Crowded)

Zynga CEO Mark Pincus broke the news of massive layoffs at his social gaming company to his staff with a sober email: "Today is a hard day for Zynga and an emotional one for every employee of our company."

He also pointed out that the move to cut 520 jobs at the social gaming company, or 18 percent of its work force, was a dramatic break from its early fast-growth days.

"None of us ever expected to face a day like today, especially when so much of our culture has been about growth. But I think we all know this is necessary to move forward," Pincus said in the email Monday.

But just how will the maker of popular games like "Texas Hold 'Em Poker" and "FarmVille 2" move forward? Shares plummeted 12 percent after the announcement late Monday.

Guy Oseary is more than just Madonna's manager, he's also an investor in several Internet companies, including Spotify, Shazam, Square and Uber. Along with Ashton Kutcher he also runs a fund called A-Grade Investments, which was recently valued at $100 million.