Let’s face it, there are consumers out there that will never, ever take a pay TV service from an incumbent cable operator.

Even the loudest, screaming call to action or best deal won’t get them to budge, because the hate level is simply too great to overcome. Or maybe the local pay TV operator’s brand has simply exhausted itself, and consumers have become blind and deaf to their marketing overtures.

But what if there’s a new pay TV provider in town — a new brand even — that strives to shake off cable’s longstanding stigmas by giving the customer the white-glove treatment, along with a fresh, new service that delivers a full-freight lineup of live TV and a massive VOD library that comes by way of fancy, colorful boxes outfitted with an intuitive, sharp-looking guide that even integrate Netflix and other popular OTT services and apps?

And so what if it’s all riding the incumbent internet-service provider’s broadband pipes? That’s just data. Everything else is new, new, new — down to the electric Teslas and BMWs that the field technicians and service installers use to roll around town.

It’s looking more and more likely that such a scenario could be playing into the strategy of Layer3 TV, the Denver-based IPTV service provider that bills itself as “The New Cable.”

Though Layer3 TV is leaning on a direct-to-consumer play in most of its launched markets, it’s becoming increasingly likely the company will also lean on deals with incumbent MSOs and telcos that could use its TV service as a “flanker brand” that enables them to gain video homes while also adding or retaining valuable, higher-margin broadband subscribers.

Layer3 TV and Suddenlink Communications (now part of Altice USA, which inherited Suddenlink’s investment in Layer3 TV) tested the idea starting in late 2015 in a couple of Texas markets, using the “Umio TV” brand.

Though that trial has since ended, a similar idea appears to be underway in Washington, D.C., where Layer3 TV is using the fiber network of incumbent telco Verizon Communications to market a broadband bundle as well as a standalone broadband service.

Neither side is commenting on the relationship, but people familiar with the linkage said the broadband component of Layer3 TV’s offer in the market (branded by Layer3 TV as “pure-Fiber”) does indeed run on the Verizon’s network. And while Verizon would perform the connection to the exterior of the customer’s house, Layer3 TV would handle everything else, from service activation to billing to customer care.

Financial terms of the agreement aren’t yet known, but it gives Layer3 TV the important ability to sell a broadband service without owning the access network. Verizon, meanwhile, is providing consumers in that market a pay TV option that is not Fios TV. Even if Verizon cedes a pay TV subscriber to Layer3 TV, Verizon still gets a broadband sub out of the deal, and prevents that customer from falling into the hands of Comcast or RCN.

Among other examples, Layer3 TV also has a service/bundling partnership with NextLight, a municipal fiber broadband provider in Longmont, Colo.

Layer3 TV, the Denver-based next-gen cable TV provider, confirmed that it has forged a marketing and technology agreement with NextLight, a municipal service provider that is building out a city-wide fiber network in Longmont, Colo.

The agreement, first reported by the Daily Camera, enables NextLight to add video service to a service bundle that already offers digital voice and broadband service, including a symmetrical, uncapped 1-Gig Internet tier.

Jeff Binder, CEO of Layer3 TV, said Layer3 TV's managed IPTV service for NextLight customers started to become available over the weekend.

According to a web site dedicated to that offer, Layer3 TV is offering video service to NextLight customers under the promotional price of $74 per month, a discount of $25, plus three months of HBO. NextLight competes in the market against incumbents such as Comcast and CenturyLink.

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The public/private partnership represents another potential deployment angle for Layer3 TV, if it were to partner up with other municipal providers that were looking to add an IP-based pay TV service to their bundles.

Binder said Layer3 TV is looking at other opportunities with muni providers that are building their own community networks and looking to create a synthetic services bundle.

UPDATE:For the rollout with NextLight in Longmont, Layer3 TV is using a fleet of Tesla vehicles to perform installs and other customer visits. Layer3 TV has also been using a fleet of electric-powered BMW i3 vehicles. 

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Layer3 TV has launched service in the Chicago and Washington, D.C., metro areas, and still has plans to debut service in its hometown of Denver. Its trial in two Texas markets served by Suddenlink Communications (now part of Altice USA) and offered under the “Umio TV” brand is no longer active.

Binder confirmed that NextLight approached Layer3 TV about forming the video partnership, noting that Layer3 TV has established a hub that services the Longmont area. Layer3 TV also operates a “super headend” inside a large data center based in the Denver area that serves its current batch of pay TV markets.

RELATED: Layer3 TV: A Different Kind of Animal

Construction of NextLight’s city-wide network started in 2014, and the major construction (including the underground work and technical services that include the pulling, splicing and testing of the fiber) is essentially done, according to Scott Rochat, spokesman with Longmont Power & Communications.

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He estimates that about 80% of the network is built out and growing, and that LPC expects to finish it this year.

NextLight sells a symmetrical 1-Gig residential service for $49.95 per month for “Charter” members who sign up within three months of the service being available to them. The standard rate for the 1-Gig service is $99.95 per month, though, under a loyalty discount, NextLight reduces that price to $59.95 for customers who remain on the standard price level for a year.

NextLight has about 38,000 electric service customers, a figure that includes some customers that are based outside the city limits (and beyond the reach of the city-wide fiber network that's being built).