Read this: Time Warner's Bewkes Tells UKs ITV: No Need For Micropayments| paidContent

Summary: Dont take the short-term events in advertising and forget the underlying value of your programming or the strength of the model when you put the network or the programming on-demand. If they took the ITV schedule and offered it on demand then their viewership would go up and theyd have more viewership and more advertising. - paidcontent.org