Kilar called the notion that people will only watch 2 minute videos online "complete bunk." That's become the conventional Web wisdom because of the success of YouTube, he explained, but Hulu is showing viewers will watch longer form content online. YouTube's popularity 'doesn't mean people don't enjoy watching a 22-minute comedy like "Arrested Development" online," he said. Let a thousand flowers bloom when it comes to the variety of online video, says Kilar.

Let the online community create network programming. Hulu CEO Jason Kilar said something to that effect on the first panel of the day, “What is Content?” Or, at least, let the community decide exactly what content a network should carry in near real time. And what advertising a network should carry in real time. Let the community decide… Not that they haven’t always, but the critical distinction for Kilar is the time lag.

I've been playing in this world since the '80s and have always pronounced "online" with equal emphasis on both syllables - on and line getting the same weight. But so many of the speakers at OMMA put the heavy emphasis on the ON part of Online. Why is that? How do You pronounce it? What does Webster say?

Hulu's letting users be their own marketers by giving them some control over the ads they see with a video, whether a a spot for certain type of car or watching a 2.5 minute movie trailer up front intead of shorter ads throughout. Given that choice, Kilar said viewers have overwhelmingly chosen to watch the trailer, something for studios to consider. Other short original films by the likes of BMW and AmEx have also proven popular as an alternative to more conventional spots.

Kicking off the OMMA Expo with a bang, Geoff Ramsey, CEO, eMarketer, just set a new world record for the most trade-industry keynote presentations performed over the course of a lifetime. The Guinness people were waiting in the wings ready to present Ramsey with his plaque and a gilt-certificate to the Oliver Garden. We hear that Ramsey seized the keynote throne from Suzi Orman, who has apparently cut back on her speaking schedule as a result of a newfound passion for Pro-Am Golf. ... Yes, I kid. The OMMA crowd is big, seemingly pleased with the setting, and--perhaps for the …

eMarketer's Geoff Ramsey this morning tried to buck up the courage of online marketers in the face of this week's ugly headlines about the demise or bailout of one Wall Street institution after another. "You need determination in this market," he said, assuming a pugilisitic mentality with a slide of Bob DeNiro as Jake LaMotta in "Raging Bull". "Rocky" may have been a better choice, but the idea is to fight the urge to freeze marketing budgets amid the economic and financial carnage all around. Ramsey backed up his optimism with a raft of eMarketer data showing continued double-digit growth …

Thank you Jason Kilar. The former Amazonian and one-time Disney employee is now running Hulu. He's talking about the importance of a culture fostering obsession for quality. At Hulu, they are obsessing the details. (Kilar certainly learned about usability obsession from his days at Amazon.) When he worked at Disney, Kilar says, the street sweepers were the most essential employees because Walt Disney was obsessed with quality and cleanliness. At Hulu, they're obsessing every detail of the Hulu design from thumbnail size to the quality of every pixel. My kind of guy! The easier you make …