• by Josh Lovison , June 28, 2007

1. Online specific video content. The ad agencies seem to be ahead of content publishers on this one. I've seen some very cool things being done with expanding rich media for ads, but for traditional content being created specifically for the web, we're definitely thinking "inside the box." Literally. Let's see some of the neat transparency effects discussed in the second morning workshop being leveraged for interactive content experiences, not just ad experiences. Traditional publishers need to get with the "program."

2. Standing up for your rights. I've repeatedly mentioned this aspect of the industry and will do so again -- the existing rights clearance methods need a huge overhaul to step up to new technology and delivery mechanisms. There should be one centralized management system that tracks content usage in media, and has an open API for video networks to integrate royalty payments on a per view basis, on the fly. This will go a long way toward legitimizing online video as a safe haven for content to live. Google, are you listening?

3. Video my way, not yours. One comment in the panel referencing Yahoo's video got me thinking. I hate Yahoo's video offering, not because of the content, but because of what I find to be a garish video player. We are still very much confined to the "box," but even though there is a standardized format spec, each different site has it's own wrapper. I want to watch my video in ONE place, and in ONE wrapper. And that should be available to me.