Unlike print publishers, TV stations had a digital advertising business that was less affected by the mobile shift, substitution in social etc: pre rolls. Still, very much like print publishers, digital ads do not pay for the content they require, and B2C payment models are introduced everywhere (below a link CBS' approach). It's also about time that paywalls (and freemium/upgrade based streaming models) get more sophisticated.
Streaming at CBS:
Individualized paywall at Wall Street Journal:
Also, Google's AMP project embraces paywalls more and more: