Tegal's point is the only way to really protect their exlusive rights is to be competitive... to make people WANT to get the content from them. They could litigate, but the number of ways now easily available to people who want to bypass them really makes it practically impossible to stop.
The age of broadcast TV being the only viable model is over.
It's aguable that the whole broadcast model - where the broadcaster decides when the content is served up, and the consumer can take it or leave it - is dead. It is at least dying.
You can now access sports coverage packages where you can be your own director, choosing which camera angle(s) you view, instead of just consuming what the broadcaster chooses to show.
Content on demand, is the new model. Sky need to adapt, and present content in this new market reality, or they will die.
It's a fact, and it is not going away, that we all now have the option to stream content if we choose to do so.
This is a critical change in the game.
It means that Sky's bundled access package of the past, which made sense then, is increasingly going to turn people off. People CAN pick and choose, so they WILL.
Hence Sky's gradual move to sport by sport pricing.