Whoever thought the big networks were going to bring us personalized, on-demand video had it wrong.  When we look at the latest moves by Bebo, YouTube and MySpace to create original short-story video, we might just see how marketers and future video entertainment will be delivered.  We should also recognize the enormous amount of video that is being created by individuals and posted online for all to see.  I'm avoiding bringing television into the center of this conversation because there's very little in this movement that resembles the one-way push of entertainment that was the foundation of networks that most of us are familiar with.

Advertisers like Proctor & Gamble, Microsoft & Pepsi are dabbling in sponsoring this original, internet only video experiment, but I think the experiment will be short lived if they bring their broadcast mentality to the medium.  When thinking of on-demand video marketers need to abandon the mindset of a broadcast network or the "push" experience and move to the position of "personal conversations."  I'm suggesting that it really will become a two way conversation.  I say something and wait for you to respond before I send out the next comment - in rich video of course. 

Short-story video that has a story line weaving between multiple clips with variations of outcomes is what new viewers look for.  They want to engage in the show and be part of its outcome.  Diverging for just a moment to grab an important concept; quantum physics teaches us that particles change their state of energy (positive or negative) simply by being observed.  This is a key concept that Internet video will be designed around.  When we watch, we change the outcome of the show.  As an example, "Bebo killed off the main character of KateModern after users complained about the character on message boards and forums."  This is but an inkling of what Internet video portends for the future.  The future of video isn't in a broadcast network experience, but rather it is personal, transactional, measurable and integrated.  Internet video and the rich media experience that mirrors life, just might take center stage in the personal fabric of our many social networks.

Marketers need to think about this now and begin to consider the levels of automation, business rules and delivery platforms that will be required to meet the needs of an Internet based marketing experience.  I submit that at least in the video realm, it won't be built by a broadcast structured network but instead will be pulled and pushed back and forth by the consumer and those that create it - nearly in real-time.