Understood, but we're still taken advantage of massively by so-called Australian Rupert Murdoch.
Example: Formula 1 bait-and-switch. It was on free-to-air HD (one of the few HD programs actually shown in Australia).
In February (one month before start of new season), Channel 10 (partly owned by Fox) switched the rights to Foxtel (pay TV). To watch it in HD on Foxtel will cost about $80/mo.
Free To Air in Australia is dying a slow death, but there's no reasonable alternatives. Major sport here is shown in SD, except randomly if they maybe decide to upscale it, or show it in 1440x1080i (very rare though)