Dunno why the subs has to be under $15 a month to succeed...an arbitrary figure?

I pay over $100 a month for SKY, offer me the few channels I'm interested in plus some others I'm occasionally interested in and I'd switch. Or, if there are some interesting channels I haven't got I'd get ShowMe in addition to SKY. It would be easy to beat SKY by having one-off charges for a particular programme rather than forcing watchers to subscribe to an extra channel because there's one programme they want to see.