Happens all the time, especially in the internet era. Give it away or start the price low to get to as many customers as you can and then raise prices over time. Or, find an alternative way to get paid. Seems like the strategy that Amazon, Google (with Android), Facebook, Twitter, etc are using.
With new cable networks, getting carriage is more important than price. Once they have carriage and develop ratings and loyal customers, they can raise price. Cable sports nets is one of the few industries in recent years that has had pricing power. Look at ESPN's steady price increases over the years.