"Your filthy hair made you a star," Hollywood kingmaker Les Grossman tells teen idol and occasional vampire Robert Pattinson. And smart Hollywood mash-ups and pop culture riffs continue to make MTV relevant and fun. A new series of video spots promoting the June 6 MTV Movie Awards is making the viral rounds, all using the conceit that fictional producer Grossman is running the show.

Know it or not, we are in the middle of an historic moment in the evolution of online video. That live cam aimed at the relentless gusher of crude coming from the bottom of the gulf of Mexico is the Web's new streaming media superstar. We are obsessed with it. The gusher has become the first major Web-to-TV crossover hit. The underwater volcano of oil is accessible from multiple points on the Web, including remotely for several days via CNN's iPhone app. The leak-cam has become an editorial tool for TV broadcasters now. At President Obama's news conference last week, …