> an unbundled or streaming subscriber would need to pay $36 a month for ESPN access for them to generate the same revenue they generate through current cable c

> an unbundled or streaming subscriber would need to pay $36 a month for ESPN access for them to generate the same revenue they generate through current cable carriage contracts That subscriber will be worth a lot more once they can be targeted with individually personalized marketing content based on previous TV-watching habits, augmented with third-party data from other digital channels, web browsing history, purchasing history, etc. It's coming; YouTube proves it can be done. It's only a matter of time before we see different business models for the monetization of streaming content on more 'traditional' TV channels as well. The alternative is a subscription model that would price out many sports fans, or obsolescence followed by slow death for want of revenue.