Not a surprise at all really
Previously the TV stations bid for the "TV" rights, and the Telco's bid for the "online" rights.
Two recent Federal Court rulings (this one and the radio one) have both clearly said that the "market" is for viewers, and not the medium of delivery. So now both TV stations and Telco's are in the same market, and get to compete against each other. More buyers in the market, prices go up.