Google box taking the place of goggle box
Online viewing is changing the game
Stations such as TV3 don't just have to compete with rivals such as RTÉ.
Colum Kenny, Professor of Communications at Dublin City University, says: "They are facing huge fragmentation in the marketplace with a huge number of channels and different platforms available.
"Young viewers are now able to get their favourite programmes from virtually anywhere, and often they are downloaded illegally."
Television viewers fed up with expensive cable and satellite bills are increasingly turning to cheaper internet programmes as they become more accessible.
Already, a generation known as the 'cord-nevers' is avoiding cable and satellite by hooking up to a variety of paid-for services such as Netflix, and other sites and apps that make it easy to watch their favourite programmes from all over the world for little or next to nothing.
Faster broadband speeds are making it easier to watch films online without long waiting times.
We are now seeing the emergence of more internet-enabled 'smart' televisions, with Sony, Intel and Apple all launching services.
The buzz term in the business is 'device agnostic', where viewers watch programmes on everything from Google glasses to mobile phones, to mammoth flat screens.
Some of the new television services in the US enable viewers to record days of programming, transfer them to any of their devices and skip all advertising.
As one TV pundit put it: "The goggle box is becoming the Google box."