Nothing is free, even on "free to air" you pay for it by watching comercials. Personally i prefer to pay directly for things i'm interested in and get proper coverage without stupid commercials. There is the issue of growth and for that you need good marketing and social media. Maybe it's better to push for online and on demand stuff with some free stages here and there. But maybe i'm a special case i don't have a TV subscription for 10 years now, haven't missed it at all...