The content owners' problem is that they look at this is a black-and-white issue. The DRM on iTunes is about as restrictive as is acceptable, and it's at a level that users rarely bump up against.
Here's a free idea for, say, NBC Universal that will rocket them to the forefront of digital content. Make a website with a slick streaming viewer, and put your whole content archive up there. The entirety of show and movie you've ever produced, outtakes, behind-the-scenes, everything. Organize it well and give it a nice UI, and it will instantly become huge. Put in some ads (as a user, I have no problem with being forced to watch a few 30-second ads in exchange for an hour of good, well-presented content), and you'll be printing money.
Here's a free idea for, say, NBC Universal that will rocket them to the forefront of digital content. Make a website with a slick streaming viewer, and put your whole content archive up there. The entirety of show and movie you've ever produced, outtakes, behind-the-scenes, everything. Organize it well and give it a nice UI, and it will instantly become huge. Put in some ads (as a user, I have no problem with being forced to watch a few 30-second ads in exchange for an hour of good, well-presented content), and you'll be printing money.