Put yourself in their shoes. Your network produces far more original content than any cable channel. You pilot far more new shows than any cable channel. You have a stream of income from selling commercials but the vast majority of cable channels have those too.
Your customers:
- covet commercial-skipping technologies and use them such that being able to motivate those who pay for commercials becomes increasingly challenging. Thus your primary, long-term source of revenue is under attack.
- generally don't want to put up/maintain antennas (though some- like me- are happy to do so) or can't get a stable HD signal via antenna.
The cable channels have commercial revenue PLUS cable subscription revenue. Do you happily keep "giving away" your channel to cable too or do you seek out this other revenue opportunity just like the cable channels?
I completely understand what you are saying and I make the same arguments as you- people
should put up an antenna and get a better quality picture for free over-the-air. However, I can also sympathize with the big 4-5 networks who generally offer the most-watched television wanting to get their cut of subscription revenues. If I'm in their shoes, I rationalize it with ideas like "we" put out the most popular programming, generate the most original programming and are the most watched channels. Don't we deserve a cut of the subscription revenue stream too from those who opt to NOT put up an antenna and instead watch our channels distributed through a cable?"