But do these folks know what they are doing? How do they plan to make money with online videos?
"We don't know. It's so early now that we are seeing a lot of experimentation going on," said Rob Bennett, general manager for MSN Entertainment and Video Services during a Churchill Club roundtable discussion on Monday evening.
Google chimed in, adding that the company doesn't event want to be in the online video hosting business and compete with YouTube. Instead the search engine just wants to index online video. It is hosting the content only because no-one else will.
MTV meanwhile is making great inroads into providing its content over the internet and to mobile devices. But it too is merely pushing TV content onto the internet.
The Churchill Club event had some great panellists who are leading the industry. But they mostly demonstrated that it currently doesn't take much to lead. If any of them has a vision on where online video will go, they did a great job at hiding that information.
It merely enforces one of the comments from the Cubebreak.com video (a parody), where the VP of sales summarizes the mission of the online video site as: "You take bored idiots from their desk to the video site and then we sell ad space around the videos."
left to right:
Rob Bennett, General Manager, MSN Entertainment and Video Services, Microsoft
Jennifer Feikin, Director of Google Video, Google
Blake Krikorian, Founder & CEO, Sling Media
John Papanek, Senior Vice President and Editorial Director, ESPN New Media
Ben White, Vice President, Digital Media, MTV
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