They deserve more than they are getting, that I agree with. But the studios are losing money in new media right now! Why is that so difficult for people to understand?
You're never going to turn a profit if you take content and give it away under a promotional budget line. Web sites are no longer promotional tools. They're places of business. This is the part that blows my mind.
We're no longer at a point at guessing whether people will pay for streamed video or video downloads. We're at the point of deciding how much they would pay for it.
Studio online business models are stuck in 1998 thinking, IMO. Ad-driven, free content. There are some industries where this is clearly the best model -- newspapers, for one. That will change eventually as we move to more mobile content, more multimedia, etc. For now, newspapers can't afford to abandon online advertisers. Studios can, though, because that kind of media delivery already has a proven market. TV shows have much more of an evergreen flavor. Forty years of syndication and the rapid expansion of cable television has proven that.
But I have no doubt they're losing money on it. Big time.