According to a ClickZ report, JupiterResearch has found that consumers prefer long- and short-form online video programming over clips, additional footage and live broadcasts, and want this programming free from ads.

Thirty-seven percent of consumers with high-speed internet access have an interest in watching either long- or short-form TV programming online, the Jupiter report "Programming for the Three Screens," states. Roughly half the group looks for full-length TV programs rather than the aforementioned clips, additional footage and live broadcasts.

Recently, eMarketer estimated that the number of U.S. video viewers is expected to skyrocket to 157 million in 2010, from 107.7 million in 2006.

But this Jupiter report says the majority of those who watch video online prefer content to be both free, and free of ads, although, 21 percent prefer ads over paid content.

"There is that sentiment that people would, in an ideal world, want to live without any business model supporting the content," JupiterResearch Senior Analyst and Research Director Joe Laszlo told ClickZ.

The report also states that video on mobile devices is even less sought after, with only 15 percent of broadband users showing interest. According to ClickZ, many consumers resist paying for mobile phone-based video, which is the predominant delivery model on the channel.

Earlier this month, however, Samsung announced 13091 it is working on equipping its cell phones to pick up digital signals from local TV broadcasters, which would essentially turn phones into portable television sets that would get the same reception as TVs using antennas. Other vendors reportedly are working on similar such systems.