With its planned Internet-based TV service, Dish is targeting consumers who are frustrated by traditional pay TV. Speaking at the TV of Tomorrow Show in San Francisco yesterday, Dish exec Adam Lowy said that “cord cutters, cord nevers and what we call cord haters” are on the company’s radar. The service plans to initially launch on Dish’s existing infrastructure, but will later move to an all-IP system. Dish is currently talking to television networks about licensing content for the new service.

“Dish announced a deal with Disney in March to deliver live TV through a new service, and Lowy said Wednesday that his company is talking to all the networks that it also carries over its traditional satellite service about licensing their content for the new venture,” reports GigaOM.

“Lowy didn’t give any details on additional content agreements, but Fox Network SVP of Distribution Strategy and Development Sherry Brennan said that her company would like to sell its networks through all and any of these new services. Brennan admitted that some of the rights issues around content still have to be sorted out, but she argued that in the end, it wouldn’t matter to Fox whether its programming would get to consumers through a traditional or an Internet-based TV service.”

Verizon acquired Intel’s OnCue service this year, but CEO Lowell McAdam has suggested that launching such a service could be too expensive due to content rights.