Viral videos arent just about being funny. Theyre about identity creation.

On the Web you have to sum up what your piece of content is in one link or nobody is going to watch it. That's the same thing I've been hearing from TV executives - is we need a program that you can have on the side of a bus and someone can watch it go by and get what the show is and want to watch it.

Notional is a production company with the DNA of an Internet company that makes content for everything.

If you're a content brand, you have to be in every place your audience is. Sometimes your audience is on the couch and wants to watch a 30-minute show, and sometimes they're checking their Facebook feed and want to see something that's only a minute long.

Viral videos arent just about being funny. Theyre about identity creation.

National Lampoon lost its audience when it went from monthly magazine to bimonthly to quarterly to annual to just making movies.

Smaller stuff tends to get shared more frequently.