At first glance, a Web TV upfront seems like another example of new media types following the dead-end path of their old media piers. A second glance, too. What’s remarkable, though, is the shier volume of quality video content being produced for super-niche audiences. As Troy Young, VideoEgg’s CMO, said earlier in the day: â€oeAs the model changes, relevancy is far more important than scale.†What’s clear moving forward is that four big broadcast networks--or five-hundred cable channels--don’t have the breadth or the resources to please every U.S. consumer. It’s going to take thousands--of not hundreds of thousands--of …

Technical difficulties are the norm at virtually any industry conference dealing with, well, technology, but the number of gaffs occurring throughout OMMA Video were worthy of a viral forwarding. Feel free to do so once the conference videos are posted later today. In the meantime, let me tell you that they ranged from Next New Networks CEO Herb Scannell’s montage running with video, but without sound to a creative panel in which the sound from one presenter’s video just wouldn’t go away, and overlaid onto the video of the presenter following him. But the most ironic snafu likely was …

In fact, the Paris office of Draftfcb’s virtual office on Second Life is now one of the top five videos of the week on YouTube for the week of June 18, and it’s rising with a bullet. According to Nielsen BuzzMetrics, the Draftfcb video already has been viewed more than 150,000 times. Why? To find out, check it out yourself at http://www.youtube.com/watch?v=flkgNn50k14 The video, which features Draftfcb employees as avatars, takes a light-hearted, self-deprecating approach to agency life. Well, virtual, Parisian agency life, anyway.

More than 450 people pre-registered for OMMA Video and it was standing room only all morning. We're just back from lunch getting a "Web upfront" pitch and the majority of seats are again full.

So far, a number of thoughts have been sparked in my head from the keynotes and panels. Here are a few. 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.

ABC's Rick Mandler says the reasons are all over the place for why so many advertisers run :30 pre-rolls on a full-length show. 1. We didn't have time.

With Web video, control over the end-user experience is where reps from media companies and their syndication partner butted heads at OMMA Video on Thursday.

Technology isn't the biggest barrier to moving more monetizable video content to the Web, its the current advertising ecosystem. All four panelists agreed that the business and mentalities needed to shift -- from clients, to agencies, to content providers.

In an interesting development, NBC Universal and News Corp. have tapped an executive with experience in e-commerce and selling books online to run their new online video joint venture. Jason Kilar has been named CEO of the new, as-yet-unnamed venture, which will debut later this year with thousands of hours of full-length programming, movies and clips from a bunch of networks and studios.

Cable TV pioneer, turned online video pioneer Herb Scannell, offered some new rules for the evolution from traditional TV to online video.