"We're willing to try anything, but the key word is 'try,' " one TV network executive told the Times off the record. Pricing is coming up now, Stelter adds, because Apple is keen — "some TV executives privately say desperate" — to line up content before its new iPad tablet computer debuts next month. UPDATE: Craig Moffett, Sanford Bernstein's cable and wireless analyst, objects to the Times ' characterization. "The issue is not, as the article would have it, simply the derivation of a P x Q demand curve (i.e. would they sell more than twice as much at half the price), but instead is one of a battle for control, and of the ultimate balance of power between content, distribution, devices, and applications. The P x Q calculations of the content owners must balance a complex set of trade-offs involving the potential substitution effects of existing revenue streams ranging from advertising, DVD sales, and cable and satellite affiliate fees, and from future revenue streams that might otherwise arise."