• by Joe Mandese  @mp_joemandese, June 28, 2007

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

Rule No. 1 is that there is an aesthetic of authenticity surrounding the Web. â¬oeYou have to earn your authority,⬠Scannell said. â¬oeBeing real is very important.â¬

Rule No. 2 is that new TV is about conversation and community.

â¬oeWeâ¬"re not so much making shows for audiences, as we are making shows with out audiences. When you include your audiences in your programming, something magical can happen. They include their friends, and their friends and they become your distributors.â¬

â¬oeIn new TV your research comes in the form of a direct, real-time contact with your audience.â¬

Rule No. 3 is that the catâ¬"s out of the bag. The user wants things their way. And we can all profit by giving them control.

â¬oeYes, YouTube created a revolution by democratizing video.â¬