Mass scale? Not there yet for digital/Internet video. Even when original Internet shows can pull in one million or two million views. 

Jeremy Lockhorn, director of emerging media and video innovation of Razorfish, says many shows on the Internet actually pull in more views/viewers than many cable shows. But it isn't enough.

 "It is still hard to buy," he says. "[Marketers] are not buying a single television cable program. They are buying lots and lots of programming." 

For its part, Machinima, a video entertainment network of gameplay, trailers and other content, Sanjay Sharma, senior vp of strategy & business development/business affairs for Machinima, says: "We are trying to do what TV does --going to market with 'upfronts" and [other things]. Sharma adds traditional TV networks do rely on a handful of shows, priced with high CPMs to carry the rest of their inventory. 

Jim Louderback, chief executive officer of Revision3, says overall the business needs to do a better job telling marketers they can do more online than other media.