The media executives are of the firm belief that unbreakable DRM is just around the corner, and that when they reach it, piracy will end and they can go back to charging whatever they want again. A return to the good old days of $25 CDs for one song you like and eight filler tracks.
But as far as music and movies go, the genie's already out of the bottle: even with unbreakable DRM, we can always fall back on old camcorders / capture cards and microphones to make lossy copies. I think most pirates will tolerate a bit of quality loss if it saves them heaps of cash.
I think they will ultimately succeed in game DRM that remains unbreakable for the entire duration of a game's market viability, though. Especially with required online connectivity components. But only time will tell.