TV is between a rock and a hard place because there are ad agency mandates that only live TV sporting events are bought and Coke started this rolling with their time shift study with DVR's. They need the live sports programming but they're close to not making profit because of the expense and ESPN continues to shock me with their expenses but they're getting pressure from so much competition. I have to allocate an additional 10 minutes on Saturday mornings just to plan out the college football day. It truly is a viewer's paradise.
The question is what role will the internet giants play in this? They're taking network TV down and could even further by taking the NFL away from them. Amazon, Apple, Disney, Hulu and Netflix are already set up to just take it over and could offer those channels free with ads with the flick of a switch. Network TV is in the same position that ESPN is in, be on the offense to play defense.
There is one little fly in the ointment for the NFL, 18% of US homes are not connected to cable, satellite or the internet and dependent on the old standard over the air reception. That is a sizable number of households. And that's not all just people who can't afford it but includes a lot of just not choosing to play along people. The tin foil hats they wear to repel the internet and satellite waves still repel TV waves and still come in handy. Plus they can keep the hats on the rabbit ears when not in use.