Buying the rights to content model will disappear enabling anyone access to content for their customers. Content owners who also deliver their own content such as News Corp through Foxtel will eventually change over to this model.
Through IPTV analytics content owners will be given access by the IPTV Broadcasters to live statistics of their shows during broadcast and also statistics for any on demand or catchup content that is being watched.
The IPTV broadcasters will pay the content owners based on the revenue earned from advertising during the show. This income would be split between the content owners and IPTV Broadcasters.
The content owners would have live, real time access to an IPTV analytics platform, showing viewership and advertising revenue.
Advertising cost would be based on viewership and be higher or lower depending on the number of people watching. Adverts could dynamically alter if you have not allowed enough budget for your advert and be replaced by someone prepared to pay more, similar to Googles Adwords platform.
Eventually live Auction based advertising will allow the Ad buyer to bid and pay whatever price an ad is worth at a given moment.