 In contrast, the advertisement model implies that costs are covered in proportion to consumption of mass-market goods, particularly luxury goods, so the poorer the viewer, the greater the subsidy.The experience with broadcast deregulation in Europe suggests that demand for commercial-free content is not as high as once thought.The third option, voluntary funding of public television via subscriptions, requires a subscription level higher than the licence fee (because not all people that currently pay the licence would voluntarily pay a subscription) if quality and/or output volume are not to decline.