Rights Management in Sport and new media

Looking at a few issues in new media, one that comes to mind is the apparent tension between 'owned' media such as news journalism, media rights to broadcast sport etc which seems to be under threat from appropriation by 'new media' such as blogging and video clips/galleries such as YouTube. the recent Google/Viacom case for the latter, and the Associated press' attempts to limit use of their material in blogs spring to mind, as does conferences with titles such as will Web 2.0 suck all the value out of sports media rights (or some such) which caught my eye.
In some ways one might argue that the reason social media can succeed ins in the way it pools many peoples ability to spot and comment on material that traditional journalism in its publish and forget mode cannot. In this way social media can keep stories going, elicit new material as a result of popularising a story, and in effect broaden the narrative beyond the editorially controlled mode of traditional publishing. If more sports organisations utilised new media effectively, would they play a part in contributing to the creation of a wider ranging, more engaged model of news diffusion and development as opposed to staying safe with the idea of the press release or notice board web site? How many sports properties allow people to clip and share what they find? (I'll be finding out through some research over the next few weeks, as well as looking for other examples of 'traditional' sports management using new media). Will cheap video capture via new cellphones add to the fans ability to capture and communicate their experience of the game, or will it get cracked down upon by the media owners who have paid for the rights in perpetuity? and what is social use versus commercial use? Much odf the sport on YouTube is unavailable via traditional media, and caters for many niche sports in a far better way, as well as providing snippets of information, nostalgia and sheer fun involved in sports. It strikes me that the one aspect of sports fandom that traditional media has always neglected is nostalgia, which is a potent force in maintaining support for a team. Fans loving recreation of the past, arguments about best ever, inter st in sporting history may be better served by relaxation of rights ownership than otherwise.