new programming sources, exactly the enterprises most likely to widen content diversity By offering satellite services the opportunity to free ride on the investments of others, the es also discourage the newer entrants from offering differentiated products to their subscribers, potentially reducing consumer welfare15 new programming sources, exactly the enterprises most likely to widen content diversity. By offering satellite services the opportunity to free ride on the investments of others, the rules also discourage the newer entrants from offering differentiated products to their subscribers, potentially reducing consumer welfare