A new study by PricewaterhouseCoopers found that 44% of consumers want an a la carte system where they can pick and choose the channels they want. 73% of consumers would prefer a la carte -- or some kind of innovation in channel pricing and bundling -- than cable operators currently offer. The study found that just 14% of consumers were satisfied with pricing and options as they exist today.

The catch? While many people want change in cable TV pricing, few are willing to pay very much for it.

The study found that 16% refuse to pay any more than 99 cents per month, per channel. 24% refuse to pay more than $2, and 22% refuse to pay more than $3. Just 5% say they'd be willing to pay up to $8 per channel. 65% of those surveyed would buy 10 or more channels, 26% would order between six and nine, and the remainder of those polled would want even fewer.

With a renewed interest in a la carte among consumers, broadcasters have been busy the last few months proclaiming that a la carte is "fantasy," and with consumers interested in paying so little -- that may be true. But those same broadcasters are also responsible for refusing to innovate seriously on TV pricing in any fashion, be it a la carte or otherwise.

"With TV in such a state of flux, companies must revisit their business models," PwC's Matthew Lieberman in a column on their findings. "The winners will be those that offer custom services or curate content in the most appealing ways."