The market is supposed to bend to the will of the populace, not the other way around, otherwise we aren't talking about capitalism any more.
Also, content delivery does not equal content production. If the content delivery was satisfying and a good value, then people would be happy to purchase it; in this case it is not, and you think that people maybe ought to prop up this dying behemoth who refuses to adjust and give people appropriate value for their money. The reason that they refuse to change is that communications media providers have had quasi-monopolies in their respective areas for far to long, and have gotten their way for far to long, and have even brainwashed people into thinking that if they don't get their way then they sky might fall.
DishTV is one entity, which makes it easy for them to change, unlike trying to change people's desire to get value from their hard earned money. Dish could lower their prices (instead of price hikes), provide people just the channels they want without making them pay for a bunch they don't care about, or maybe even step up their customer service game; any of these things would get a far better response then trying to convince people that they HAVE to purchase their services regardless of the price, or the content will dry up.
If this is what it takes to enact market change, then maybe the content should dry up, it's how the free market works.