The cable television industry's move to bring its TV subscription model to the Internet amid the rise of online video will meet resistance from consumers who have complained about the industry's bundled pricing method.

Cable network owners, like Time Warner Inc. (TWX), and distributors, like Comcast Corp. (CMCSA), are rallying support for an industrywide authentication system on the Web - dubbed "TV Everywhere" - through which users could confirm their subscription to a pay-TV offering in order to access online programming.

The plan is designed to prevent customers from dropping TV service in favor of accessing TV programming for free on the Internet, which could blow a hole in the economics of the TV business. But it's also an effort by the industry to move onto the Web a bundled pricing model that has been criticized by consumer advocates as forcing people to pay for a large number of channels that, in many cases, they don't watch.

"When you think about it, the Internet and its iTunes-style model for media content is really the ultimate a la carte universe," said Ben Scott, policy director with Free Press, a media reform advocacy group. "When the cable TV bundle is transferred onto the Internet, it wouldn't be surprising to see the consumer act negatively and demand a la carte pricing online."

So-called "a la carte pricing" for the pay-TV industry was a concept supported by former Federal Communications Chairman Kevin Martin that would allow consumers to subscribe to just a handful of channels of their choice in order to cut back their monthly bills rather than pay full fare for a large bundle of basic service channels.

The National Cable & Telecommunications Association opposes a la carte pricing, arguing that it wouldn't save consumers money and it would reduce the quality and diversity of programming available to consumers.

Time Warner Chief Executive Jeff Bewkes and Comcast Chief Executive Brian Roberts recently rejected the notion that the industry should pursue a la carte pricing online, saying such a plan would be more costly.

"You'll end up paying more because you won't have the ability to have niche networks, you won't have the ability to have ad support and you won't have a very efficient subscription payment," Bewkes said.

With the FCC currently in transition as Julius Genachowski, the new chairman appointed by President Obama, takes over, it's unclear how the regulatory debate over a la carte pricing for TV service will proceed. But executives at emerging Internet video companies say consumer demand will force media companies that charge for access to online video to offer a la carte options.

"Consumers who feel they're paying too much for the amount of cable they're watching will demand to pay for only the content they will use," said Avner Ronen, chief executive of Boxee, a startup online video aggregator that provides a technology platform allowing consumers to watch Web video streamed from their PC on a big-screen TV.

"It's in the hands of the people now, and the technology and user-demand is there, so the industry will have to follow," Ronen added.

-By Nat Worden, Dow Jones Newswires; 212-416-2472; nat.worden@dowjones.com