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.

All Internet comedy is niche comedy. If you do an Internet video about Halo, every Halo fan will send it to every other Halo fan. But if you did an episode of a network comedy that parodied Halo, most of your audience wouldn't even get it.

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.

Smaller stuff tends to get shared more frequently.

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.

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.