If a cable company places a rate hike on its customers, then we discuss how they are evil and unjustified in their decision - and yet when they have to do so because the program provider feels they are not earning a high enough profit (as I assume they are still earning a profit before this hike on their channels), people seem to feel it is justifiable because it is 'just nickles and dimes'.
I know that all companies are hurting - but considering Viacom's plea, I am going to call my cable company (not Time Warner) and asking them to DROP Viacom's programming. Of course, I'm the nut-job who actually stopped buying CDs and music downloads when the RIAA started sending out their extortion letters, and I know most people have been unwilling to do so - a shame we consumers typically lack the unity of will needed to send a message to these companies that hike prices while lowering quality all for the sake of lining the pockets of their shareholders.