This is a thorny one.
If you ask most people, my guess is that they wouldn't see telly as 'free'. We pay our tv licence, and/or we watch commercial telly which is funded by adverts, so the programmes themselves seem to have been pre-paid, therefore why shouldn't we download them if we want?
That's the users' point of view...but from the programme makers point of view - they're losing a lot of money which they could be making from DVD sales and advertising revenue (why watch the new series of Dexter when you've already seen it three months beforehand)?
I think the tv companies are right to be worried, but I don't know how they could best tackle the problem. The major channels have their own 'player' services, but these are for shows that have already been on, and are only available of a week as a 'catch up' service (apart from CH4's brilliant 4 On Demand service).