Everything paid-for to become free?

Author of the Long Tail, Chris Anderson is proposing that everything that is free will become paid products, while everything that is paid for will become free.

While I don't quite agree with what he suggests, I can see his point: movies, music, newspapers - these are all becoming free content in the digital age.

However, I can't imagine that people will now start paying for free-to-air video and audio. Why would people move away from free to paid-for unless there is some compelling reason to start actually paying for these things?