Commercial TV funded by advertising is an astonishingly scalable business. You can look at the richest territories in the world such as the USA and note that when it is fuelled by $70bn in TV advertising, the TV industry can produce a service that occupies 34 hours a week of leisure time for the average adult. Then look at Serbia, with a TV ad spend that is about 1% of the USA and, you guessed it, they keep the average Serbian adult busy 34 hours a week. I know this ignores other revenue like subscription but you get the point. With a business model that scalable you’d have thought the UK TV industry could absorb a reduction in advertising revenue of a few percent without all the talk of the sky falling-in.