Is “Fighting Off the Future” a legitimate business goal?

I think the implicit attitude in this Variety article, 2012: The year pay TV fought off the future, reveals just how ill prepared the current established pay TV business is for the inevitable disruption. Variety proclaims:

But despite the fragility of their delicate bond, programmers and distributors didn’t face any real challenge in 2012 from any of the expected upstarts hoping to gain rights to live TV and package it in more innovative ways.

If anything, the content companies demonstrated an increasing savvy in capitalizing on digital challengers. And what little damage the old guard sustained on new platforms seemed more self-inflicted than the result of any outside threat.

Right, there are no threats, the established industry is doing just fine, and we’re going to adapt and lead the future, because nothing dramatic happened in 2012! It’s a fairly long article, and I’m sorry if you get frustrated by Variety’s paywall, but it is worth reading to get an insight how the trade’s own rag thinks the business is going.

Frankly if I were Variety, I’d be more worried about my own future disruption.

Ironically, reading the article through, it makes good points showing where the disruption will come from.