In ITV's case, if they could get their technology to work then there is no reason why their ad model shouldn't work. Changing busiess models to compensate for poor technology is not going to help, but seeing as it's when they try to play ads that the stream stops for minutes at a time, perhaps getting rid of ads might actually fix the problem (disclosure: I gave up using ITV.com in frustration some months ago, so the technology might have improved).
But with Sky already charging for their service there's little doubt that Five, Channel 4 and Hulu might follow suite and charge for content. If one does it, it might be an excuse for them all to do it.
But the reality is that the gorillas on the block - iPlayer and YouTube - will remain free, so blinking might not help