The Charter-Disney showdown didn’t transform the TV business, after all, despite the hype

Charter and Disney have reached a rights deal, and the media business was duped.

The Wall Street Journal ran a narrative Friday with the headline: “Disney Fight Marks Cable TV’s Last Stand.” Slate’s headline the same day honed in further: “Disney Is in a Fight That Might Change TV Forever.” Analysts appearing on CNBC weighed in on the way forward for the cable bundle.

“Mutually assured destruction is an effective mind-set about it,” said Michael Morris, Guggenheim Securities leisure and media analyst, about how each Disney and Charter can be at existential threat in the event that they didn’t attain a carriage deal for networks together with ESPN and owned ABC tv stations.

For the previous 10 days, Charter Chief Executive Chris Winfrey has been putting the business on notice, telling reporters and traders that its resolution to drop Disney’s networks wasn’t a standard carriage battle. After a long time of agreeing to programming will increase which have precipitated tens of tens of millions of Americans to cancel cable, seeing it as a too-expensive, bloated product, a pay-TV operator had reached its “No Mas” point.

“We needed to say, sufficient is sufficient,” Winfrey stated Thursday at a Goldman Sachs investor convention.

But the particulars of Charter’s pact with Disney, announced in a press release Monday, do not actually recommend sufficient was sufficient. Disney will obtain a better programming payment improve as a part of the deal, CNBC’s David Faber first reported. Charter will be capable to embrace ad-supported Disney+ and ESPN+ for no extra cost to sure shoppers of its cable TV programming, as a part of a wholesale settlement with Disney.

That’s type of it. Including Disney’s streaming packages for cable subscribers is a big and unprecedented give. But this isn’t a groundbreaking deal. It’s an incremental deal suggestive of a slow-moving panorama the place media corporations aren’t but able to let go of cable, a declining multibillion greenback money producing behemoth.

The sides bought a deal accomplished in time for cable prospects to observe “Monday Night Football” on ESPN for Week 1, which has all the time been the major deadline on carriage offers for many years. Charter prospects didn’t get to observe the U.S. Open tennis finals this weekend. But, in the finish, Charter would not threat dropping tens of millions of shoppers if it didn’t supply “Monday Night Football” — particularly to New York space followers, as the New York Jets (and new quarterback Aaron Rodgers) play the Buffalo Bills — and Disney would not threat the income losses of blacking out soccer.

Instead, media government rhetoric gained the day. Carriage disputes between pay-TV suppliers and networks are outdated hat. It’s change into customary process for executives of pay-TV corporations and programmers to rage at one another in strongly worded statements the place distributors speak about the rising price of cable and media corporations counter with the significance of their content material. In latest years, media journalists have largely caught on and have not taken the bait.

This deal was totally different as a result of Winfrey stated it was totally different. He held an investor name the day after Charter and Disney didn’t attain a deal, an uncommon transfer signaling that perhaps Charter was content material to start out transferring away from the linear cable TV enterprise – one thing that then-Cablevision CEO Jim Dolan talked about as a possibility 10 years ago.

But there is a cause why Dolan mentioned this idea a decade in the past and nonetheless linear cable TV exists. Charter nonetheless makes cash by providing linear cable TV. Comcast, the largest U.S. cable TV supplier, owns a slew of cable networks. DirecTV and Dish haven’t got strong broadband companies so each corporations are reliant on staying in the enterprise, regardless of how dominant streaming turns into.

It’s a contented ending for cable shoppers, who get to observe what they’re already paying for. But it isn’t a transformative deal — and the media ought to bear in mind this battle’s decision when the inevitable subsequent channel blackout happens.

Disclosure: Comcast is the mum or dad firm of NBCUniversal, which owns CNBC.

WATCH: Disney and Charter attain carriage settlement.