Chain of events: Production company produces content - owns copyright. Auto manufacturer (for example) hires advertising agency to produce ad and the auto manufacturer owns copyright. National broadcast network assembles content, ads, their own promos, transmits it to local broadcast station - national network thinks it owns copyright of mish-mash of content and ads. Local broadcast station inserts local ads and station promos, id, etc., and transmits it all to the air, and for a fee to cable/satellite companies, and probably thinks it owns copyright of the mish-mash plus. Dish transmits via satellite to customer viewers the entire mish-mash plus for fees received from customer viewers. Customer-viewers pays fees and records mish-mash plus. Customer-viewers watches mish-mash plus, skipping any portions of content, ads, promos, etc., they choose; apparently according to the networks, by skipping things they don't watch the customer-viewers are violating somebody's copyright, but whose???? Yeah, it will be an interesting case.