One key change in video -- one that will most likely take many years to come into full force -- is the release from specific time segments of video programming. And as programming changes advertisers have to be ready to change too.

What's changing: The constraint of television's typical scheduling in hours and half hours has butchered enough movies of the week for any real content creator to not be able to stand any more. In addition to modifying the format for a TV screen, key scenes and character development are left on the cutting room floor to ensure that a fickle and channel switching audience stays glued to the plot lines and will endure the sponsors messages just to get to the other side of the rainbow.

If premium networks like HBO, Cinemax, Stars, and Encore have demonstrated anything it is that a loyal and repeatable audience exists for content that defies the right angles of a rigid programming grid:

Long form content: Any video programming that exceeded several minutes of running time has been generically dubbed “long form” to avoid confusion with commercial marketing content.

Short form content: Video content that begins and ends within a time period of less than 15 minutes (this is an arbitrary marker) is often referred to as “short form.”

Internet content: Whether it's Jib-Jab, YouTube, Heavy or the hot site that's just around the corner, providers have recognized that short attention spans developed by hyperkinetic web surfers have created real demand for high-quality content delivered in a more compact viewing experience.