Admittedly there is not a ton of incentive for them right at the moment, but what about Discovery eventually launching a diginet/subchannel? They have a ton of library content, and a lot of it is even E/I compliant. The subchannel could show a bunch of the stuff that they don't show on cable anymore. And they could use it to promote their forthcoming OTT service.
Also, yes, bandwidth reduction is a concern, but hopefully we'll adopt H.264 or better, sooner than later, and then we may still be able to do subchannels even with less bandwidth.
Also, yes, bandwidth reduction is a concern, but hopefully we'll adopt H.264 or better, sooner than later, and then we may still be able to do subchannels even with less bandwidth.