>The media doesn't care about controlling us. It cares about it's viewership.

Not really. The Media are tied knee-deep with other interests -- from the political interests (of most op-eds) to the financial interest of huge media conglomerates and empires.

Of course they are interest to control you.

In the very least they want to control: your viewing habits (duh!), your purchasing habits (ads), your voting habits (op-eds, news), etc etc.