Tech Crunch: digging deep into what makes Web Video work or not

I came across these three posts on Tech Crunch written by Ashkan Karbasfrooshan. There are more coming, so look out for them! I just pulled out a few items to wet your whistle... go check 'em out.
1. Getting Paid for Content
Fiction vs. Non Fiction
Even non-fiction video content needs to be demonstrative (vs. descriptive). Meanwhile, chasing hits with fiction remains too speculative; the risk/reward benefit makes it prohibitive online. Producers who understand this will have an edge over time as budgets shift to video.
2. 12 Surprising Things Holding Back Online Video Advertising
Surprise #6: When It Comes to Sales, Sell Your Audience, Not Your Videos
Nonetheless, I see way too many producers sell videos over audience, and then when they fail to generate any meaningful distribution, the marketer gets disappointed, blaming the strategy over the tactic.  You have to create audiences for your content. It can be one audience or it can be many.
3. Context is King
Factor 2: Deportalization is Here to Stay
As the media world becomes fragmented and consumers move online, the Web is following a similar path, known as deportalization: the move away from the dominant portals of old, as social networks gain huge followings and vertical niche sites gain smaller, but more loyal, followings.
Factor 4: Content is King?
No one, after all, cares about the pipes; it’s what flows through the pipes that matters.  The context—Facebook, Twitter, email—in which people are introduced to media and consume it is becoming more important than the content itself.  Content is no longer king, context is.

And for your viewing pleasure, also from Tech Crunch, a short interview/update from Brightcove founder/CEO Jeremy Allaire.