NonprayingMantis:
How would access to FTA help? It's already free for everybody and virtually everybody has a Freeview receiver already. It would be a huge expense for very little benefit.
To be honest, I'm kinda spitballing here. Convenience perhaps? Ability to pause and resume for those that don't have PVRs? But they need something to differentiate, and I don't think trying to go toe to toe with Netflix content will work.