Joe Nocera, writing for the New York Times, has a column discussing the concept of a la carte pricing for cable channels. He says that an FCC study suggests that people’s cable prices would go up under a la carte pricing, even if they selected far fewer channels.
I don’t really follow the logic though.
The reason is that unmoored from the cable bundle, individual networks would have to charge vastly more money per subscriber. Under the current system, in which cable companies like Comcast pay the networks for carriage — and then pass on the cost to their customers — networks get to charge on the basis of everyone who subscribes to cable television, whether they watch the network or not. The system has the effect of generating more money than a network “deserves†based purely on viewership. Networks also get to charge more for advertising than they would if they were not part of the bundle.
Take, for instance, ESPN, which charges the highest amount of any cable network: $3 per subscriber per month. (I’m borrowing this example from a recent research note by Craig Moffett, the Sanford C. Bernstein cable analyst.) Suppose in an à la carte world, 25 percent of the nation’s cable subscribers take ESPN. If that were the case, the network would have to charge each subscriber not $3, but $12 a month to keep its revenue the same. (And don’t forget: with its $1.1 billion annual bill to the National Football League alone, ESPN is hardly in a position to tolerate declining revenues.)
What this suggests to me is that for every hard core ESPN viewer, there are 3 others who are getting charged $3 apiece under the bundled system to subsidize the hard core viewer’s reception of ESPN. (Thanks guys!) The ESPN viewer is apparently getting a $12 value for $3. But, the money is coming from somewhere. What value are these non-ESPN viewers getting for their $9? If the channels weren’t bundled, would that money otherwise go to the History channel? Are some channels getting less than they would otherwise because of the bundling?
Maybe I missed something obvious or maybe the writer failed to explain a crucial detail, but I’m not yet prepared to write off a la carte pricing as a good option for cable subscribers.