The Plex media platform appears to be an evolving "standard" for running a media server on any PC or NAS device. You can configure Plex server to serve up and collect/manage media from variety of sources and formats. You then can use Plex clients to stream and view content in your home and on the Internet. Again, you are making your own media cloud. It looks like plex clients are available on LG TVs, Android, iPhone and even AppleTV with the Firecore atv Flash extension.
It turns out the the Plex team is adding support for the Plex Media Server to even run on a variety of NAS devices which usually run Linux. For now Synology Intel-based NAS devices are support in the Labs section. Unfortuantely most lower-end Synology NAS devices are ARM-based are not yet supported. The lowest end device supported costs close to to $600 WITHOUT hard drives.