“They were making fun of us from the very first day,” said Fred Seibert of his experience helping to launch MTV in the '80s. More recently, co-founder and creative director of Next New Networks, Seibert was explaining how existing standards -- then set by broadcast TV; today, by broadcast and cable TV -- need not be replicated by new mediums like the Web. The only real goal is “creating networks and brands for under-served communities,” he said. Execs, however, might also think about establishing successful business model, according to Jamie Elden, VP, Digital and Branded Content, Alloy Media …

With the demise of online video studios like 60Frames and Stage and end of an brief era of original video stars (remember LonelyGirl and Rocketboom), it begs the question of what the future holds for original Web video producers. Fred Siebert of Next New Networks, one such company on the original content panel, says the question is not whether, but hwich will survive the inherent difficulties of being pioneers in a new medium. He likens the early online video experience to his early days at MTV, when the nascent network prided itself on being the "low cost" provider" on …

Asked by Tremor Media's Corey Kronengold about who's to blame why video ad dollars aren't bigger. Brian Wieser responsd by asking why it should be necessarily be bigger if spending is more effiecient online that offline. "If it takes less capital to achieve a goal, why shouldnt it be less?" he wonders. ESPN's Bulgin posits the old/new media differentiation should go away because its all video in the end. He suggests a summit meeting to resolve the issue.

How much of TV programming can go online? Cable TV networks have been especially reluctant to put much content online because of the carriage fees already paying to content providers and the fear of cannibalizing their own subscribers. See Viacom lawusuit against Google over YouTube clips. MTV's Clayman says that as content has gone onlne has become a mish mosh, with no clear bright lines for what's stays on TV only and what gets pushed to the Web. "you want to have some content online but you don't want to put the entire channel online b/c people are paying …

Taking the example of CBS, the 10th biggest site with 100m streams a month, Emarketer's David Hallerman says a $20 cpm would translate into $2m a month. Not bad, but if monetize only a quarter that's $500k, or $6m a year. The problem is figuring in infrastrucure costs and paying partners for rights, leaves little left over. "Now the funnel starts to narrow of how much might be there," he said. ESPN's Burgin said short form adverising works well for highlights on ESPN.

MTV and ESPN execs on the "Show Me The Money" video panel sound bullish on online video as MTV's Greg Clayman says the networks sells "lots of advertising" against Web video and that its "very much a business for us." ESPN's Artie Bulgrin adds that video is very important part of ESPN.com, with 30% to 50% of audience consuming video, as well as the highlghting the growth of its ESPN360.com service, where it features more long-form content. Its now in 25 million homes and soon to be in 40m.