While there's quite a bit of excitement about Google's new video search and ecommerce service it's also taken considerable flak being generated by those claiming to be in the know about what video on the Web should be. Many of these suggestions call for slickness and more features, but the basics of what make content work on the Web don't necessarily call for the most flashy and gimmicky solutions. It's more important to think about where video content is put to use by users and portals that put it to the most use by its audiences. That may mean more than premium video benefiting from online exposure but that's the playing field that premium providers must adjust to sooner rather than later.

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