This is pretty much exactly what the ethereum project is attempting to do- They are developing their own communications protocol (whisper) their own publishing

This is pretty much exactly what the ethereum project is attempting to do- They are developing their own communications protocol (whisper) their own publishing platform (swarm) their own domain name registrar, etc etc. Yes, at a low level these systems still use TCP/IP, but only in a greatly diminished form and in a manner that allows it to be easily replaced by another low level networking layer.