178 It is often asserted that unauthorized uses affect company profits and thus reduce the willingness to offer commercial broadcasting services.
179 Profit, return in the financial sense, is the result of a firm’s operations after one subtracts costs from revenue before accounting for interest payments, taxes, and the growth or decline of value of assets. In economic terms it involves surplus generated after all costs are included.
180 Some proponents of signal protection make arguments that seem to assert that lower revenue equates with lower profits. However, one cannot draw the conclusion that unauthorized uses are a necessary and sufficient cause for lower profitability in either the financial or economic sense because many other factors and strategic decisions by firms greatly affect company profits. These include factors such as levels of competition, productivity, pricing choices, programming choices, marketing efforts, and organizational structure and size.
181 Nevertheless, because unauthorized uses among customers or potential customers who are willing and able to pay lower actual revenue generated, and because some advertisers may lower expenditures if unauthorized uses reduce audience sizes, one can say that the potential for achieving profitability is reduced if significant levels of unauthorized uses are present.
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