Both companies knew this was happening and no one decided to do anything about it until it was too late. That is irresponsible and shameful. I do thank Directv for trying to keep costs down but my answer to the problem,pay Viacom and give the executive staff at Directv lower bonuses. They should have figured this out before the problem got this big anyway.

As well, Viacom can only exist so long without DirecTV’s revenue and its viewers, which seems to add up to, in some cases, as much as 43% of overall viewership. That’s $2+ billion plus lost ad revenue that’s NOT going into the Viacom coffers. Every day this lingers, Viacom takes a hit with viewers and advertisers. While DirecTV plods merrily along hardly worse for wear. It may hurt them too, but not nearly to the extent that Viacom is eating daily.

Viacom has already been forced to put their digital content back on Hulu’s free site due to overwhelming response from all fans. Someone had to crack first, and it appears that Viacom is that someone. DirecTV looks more and more like the cowboy in the white hat with each concession.

DirecTV will end up ponying up some more money, but it won’t be what Viacom is asking for. They have them over a barrel now and they know it, to ultimately give in would be foolish. Since most people don’t use their On Demand service, I’d guess that that’s where the break will be. DirecTV will get the handful of the 26 channels it really wants back, without being able to furnish the digital reruns. And come out looking like heroes to their customer base. Even if their motives aren’t as altruistic as they’d have us believe.