All of these media "giants" became giants because they offered alternatives. Yet, they all think that their business model will be eternal. The studios fought against cassette tape recorders, VCRs, video rentals, streaming TV, MP3s, torrents, iTunes, time shifting. In other words, anything that made it more convenient for viewers to -- you know -- view their content was seen as something horrible. If they had their way, we would adjust our schedules around the 6PM Tuesday timeslot to watch some sitcom. Why do they fight technology so fiercely when they should be embracing it? Find out what people like to do and offer a solution... Or, develop a new way and people will flock to it.
It's not fighting the technology that is the issue, it's about fighting the distribution method that is their business plan. If they could quickly monetize the new distribution methods, they would embrace the change. The problem is that large corporations are not agile enough to adapt quickly enough to the ever changing technological shifts that take place today. They invest billions (along with tax payer funding at times) in an infrastructure that is meant to provide a stream of income to profit from, only to be obsoleted in a shorter time frame then was projected. These large companies can not just change on a dime and expect to stay profitable.