• by Karl Greenberg , Staff Writer, September 18, 2008

Steve Mitgang, CEO of Veoh says the structural problem with advertising around online video is  shortness of clip.  He says, for example, that a lot of clips on YouTube are 9-second clips.  "But we are already seeing a ton of 22 and 45-minute  minute viewing.  All of our studio partners are shocked at how much full long-form shows are being consumed on Veoh," he says.

Jordan Bitterman says that online video doesn't have to be production-quality.  "If it's contextually relevant it should have good impact," he says.  "Video on the Web is active onTV  its passive.

Mitgang says search is not going ot be the primary vehicle for discovery.  "It it will be about social, search, it will be about browse, how you display things on the page, it will be about algorithms  that serve content to you. it's a wide open playing field to solve that problem."