Raise the price.. people are bailing on cable because its already getting pretty price, with constant price increases.
Cable is really just a middle man. Why are they needed. When tv channels can directly stream to the internet, they can probably get alot more viewers, as most people have interent. It'd probably raise their ad revenue.
The internet pretty much makes any content distribution middle man (like cableco's) obselete. Only problem is cable also sells the internet, so they try caps to keep people from embracing video downloading.