Twitter recently signed a deal with the National Football League that might help social networks finally take on major broadcasters.

The mainstream media has long been concerned with the idea that major technology firms would take on TV companies in order to acquire the rights to premium content rather than relying on original material.

Software companies have so far strayed away from these plans, saying that they're platform companies that don't create original content.

Now, however, it's become clear that statements about not acquiring major content were just smoke and mirrors to hide the true motives of these companies.