IMO, the way it should be is that concepts and art should be free to be used by anyone. However, specific incarnations made someone can't be copied. For example, Nintendo can make a Pokemon game, as can Sega with the same characters. Naturally, Nintendo can make a Shin Megami Mario game.
The important thing is that the company or people behind an incarnation is distinctly labelled, so that people can't confuse who made what. In this way, variants of a media can fulfill niches that otherwise wouldn't be possible. Say, for example, a WoodRocket "Jessie Does James" hentai anime.