I'm going to do a very quick post on one brilliant example of how the old media companies.
The video "This is Aperture" - A portal style remake of the song "This is Halloween" form "The Nightmare Before Christmas" (Touchstone/Disney) has gone somewhat viral on YouTube, and it is made by a complete outsider... this is a Genuine fan-work. An old Media company would go "Charge! bring out the DMCA and sue him to hell and back."; now can you guess what Valve did?
They embraced it as exactly what it is: Fan made free advertising.
If everyone did this instead of trying to fix a flawed system by regulations like SOPA