how broadcast TV is delivered.
(wanting to quote something, anything, please)
What seems to be forgotten in this discussion is the nature of the diffusion of innovation. Right now, we are somewhere near the early adopter stage of alternative broadcast TV delivery.
As we speak, the alternative enabling technologies are entering/have entered the mainstream (e.g. broadband internet, Roku, netfilcks). There is a great deal of innovation in this space.
The other driver will be cost. As mention, us sheeple that subscribe to these broadcast TV delivery options will realize that there are lower total cost (we are paying for broadband, anyway) options out there. There are enough people here of the opinion that they want to pay for what they use, that will see, whether real or not, better value in a non-bundled delivery option. This will drive adoption (a.k.a cord cutting).
These alternative delivery options will also appeal to advertisers because the product they are interested (eyeballs of willing purchasers) will be better tracked. Imagine an IP delivery system, like the current web pages with demographics of who is watching what. TV producers can better target desired demographics, supported by interested advertisers.
Currently, many networks allow people to watch last night's episode on the internet free of charge. I think almost all major US sports leagues have online out of market packages. Even more, you can get many cable channels prior season shows online, so no need for History channel, I can watch the Pawn Stars episodes they showed the other night online any time I want.
Not to mention the impact of DVRs in time shifting and commercial skipping.
On the other hand, one of the inertias keeping bundling in place is that households do consist of multiple demographics (parents, kids, maybe grandparent, etc.) and a bundled package typically provides something of interest to everyone, at least in the lower cost range. When you start getting into higher tier purchasers, you tend to get more focused interests (OAR movies, out of market sports, etc.) What unbundling may do is allow for these focused interests to better target their spending.
O, and as for what advertisers want, half of the top 10 most valuable sports franchises are soccer teams - a sport without commercial breaks!
In the grand scheme of things, this case is likely to be much ado about nothing. Natural technology diffusion is changing the landscape of TV delivery (broadcast or not).