Free TV: Is the end nigh?

This article - revealing that most television revenue in the UK now comes from subscriptions rather than advertising - should send a shiver down the spine of commercial free-to-air TV executives. It presages a future where people will pay directly for the content they want and advertising revenue will just be the cream for broadcasters. Conversely, a lot of people are saying the opposite will eventually true of newspapers - that the paid-for papers will disappear in favour of the freesheets. I disagree; I think that people will pay for what they really want, be it a movie, a newspaper, a magazine, a TV series or even a radio broadcast. The challenge for the commercial media is, as always, to produce things people really want.