Those content owners better get with the program or die out. Now wonder they call them the dinosaur networks!!
They live in fear of several things: 1) missing a nickel of revenue to somebody else, and 2) not being part of the future.
The music industry was pulled into new media against its will (that's what happens when you make a product that is so easily copied and shared). The other media companies are fearful of being forced into a new market like music was.