Remove the obstacles that prevent legal downloading of content.
Price the goods in a fair and reasonable manner.
Get tougher with the laws associated with piracy, once the two items above have been addressed. Once the reasons for illegal downloading have been addressed, there will still be an element of the general population who feel they are 'entitled' to download what they want, when they want, how they want, and not have to pay anything for it.
In any other environment, this would be called 'theft'.