Some are already fighting back. You need to be subscribed to a cable service to stream their shows on demand. Fox news has some special setup within hulu, that if you want to watch some past episodes, it checks your cable/internet service for the TV/internet bundle like FIOS or U-verse.
CBS is going to a subscription model similar to netflix. I dont’ know if it will expand past CBS’s own holdings, but it just may.
Others may wait and see what happens to CBS but I think it will go over and the big 3 ... CBS, NBC and ABC will have a joint venture similar to netflix.
Meanwhile, the streaming providers are now creating their own content with much better quality than broadcast TV. Might even surpass the cable channels which have very good quality material themselves.
This will have the good and unintentional side-effect of lowering the influence of the Hollywood and New York entertainment elite.
I don’t care much for Hulu or Crackle or similar kinds of sources that imbed commercials, via ROKU.
Nearly every time I have tried to watch something, it jams—after one of the commercial breaks. I try to restart, and it goes back to the very beginning. I try to move it ahead, and it replays commercials and then reverts back to the beginning or just jams and stops.