If they wanted to watch E/I programs, they could/would have just turned on PBS and watch them without commercials.
Advertisers are going to lose millions because of this. Sad thing is, it will take them a while to figure out why sales have dropped. (Clueless suits)
Guess the children (Old & Young) will just get up later now and then turn on their Playstation / Gameboy, etc...and not even bother with any channel on T.V.