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Om Malik anounced a new venture today called NewTeeVee Station, an editorial driven guide to online videos:

...NewTeeVee Station is your guide to online video, pointing you to hot new memes, following the emerging stars of the web, and just generally indexing this new entertainment medium. Whereas in the past we covered online video shows like Ask a Ninja, Obama Girl andWallstrip from a business perspective, now we’re also reviewing content for content’s sake…

….NTV Station features editorial reviews of online videos written by a team led by Liz Shannon Miller, who comes to us from Variety and the Daily Reel. We eliminate the static and bring to you videos that are actually good — but also the stuff that’s so bad it has everyone talking… When you visit the front page of NTV Station, you’ll see in one glance what’s hot at that very moment. Our editors monitor the online video universe and refresh the site with new videos throughout the day. A special widget developed using the VodPod API allows you to scroll through all of our past video picks….

I am a big fan of sites trying to make some sense of all the videos out there. In a past, I wrote a hotly debated post where I asked when would someone create an online HBO equivalent, and gang all the best video shows to one site. This is a form of content discovery in my opinion – a way to bring the best videos to my computer screen. Would Om answer my prayers?

Challenges ahead

Value

There were several initiative in this area, one of them was Jeff Pulver’s Network2.tv. While N2 was aiming at being a definitive guide to all episodic video on the web, it seems that Om’s effort is a mix of being IMDB and an editorial driven site, that does some filtering for the audience. What I am missing here is a clear value proposition, or, in other words, what exactly should I expect – the best videos? The hottest videos? All the “good” videos?

Definition of Quality

One of the trickiest issues in the world of online video is the definition of quality. How can the editor in NTV know what’s good for me? Though philosophical in nature, it is a major challenge, that I’d love to hear Om’s opinion about.

User Interface

Last but not least, user interface is one of the biggest challenges in online video today. Looking at the current interface of most video recommendation sites, one would see the same scroll down page with x amount of videos. This interface works for YouTube, but in my opinion should be improved. NewTeeVee is built as a blog, and as such it is well designed. As a video interface – not so good IMHO:

1. Almost one-third of the screen is dedicated to promotion, ad space, and other money making machines.

2. Viewers need to scroll down in order to see recommended shows.

3. Video player is covering a small amount of the screen – while it is supposed to be the dominant experience

4. Users need to click at least twice to start playing a video

My belief is that online video interfaces should be, well, video interfaces. I’d like to see a site with a dominant video player, where users could navigate and find the best videos for them. This way, the video experience is the dominant one, and not the textual interface.

I hope that Om will be successful in this project – the web certainly needs one!

Watch Out Rupert!!!