IBM's media consulting division has issued a report suggesting that media companies loosen their control over content in order to best take advantage of today's new media distribution platforms.
The report, "Navigating the Media Divide," points out that young, tech-savvy consumers are migrating to services such as YouTube at a far greater rate than traditional media. New media is expected to grow 20% from 2006 to 2010, while tradition media will grow only 6%.
The company recommends content companies embrace activities like mashups, remakes, and even the simple sharing of copyrighted work, and in fact release content created specifically for that purpose to best take advantage of this growth.
You can download either the executive summary or the full report here .