&gt; 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<p>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&#x27;s coming; YouTube proves it can be done. It&#x27;s only a matter of time before we see different business models for the monetization of streaming content on more &#x27;traditional&#x27; TV channels as well.<p>The alternative is a subscription model that would price out many sports fans, or obsolescence followed by slow death for want of revenue.