Devoted to online marketing, viral marketing, and web marketing

HBO has been in a experiment over the last year with their HBOlab division, which most people haven't heard of. They're deliberately flying under the radar trying a variety of things with online video which isn't connected to using the brand.

With the internet offering great potential for online video, HBO is self-consiously being as anonymous as possible so it can learn the best ways to make a big splash online.

Their online laboratory is Runawaybox.com, which offers up a bunch of semi-professional, comedic, short-form episodes.

Talking about the "sets" for the scenes, one report talks about an elevator scene saying: " Each sketch is set within the confines of an elevator, which is not only not shot on a soundstage -- HBOlab has none -- it's not even shot in an actual elevator. The scenes are captured within three wood panels affixed together to resemble an elevator, complete with a metal rail that Tondorf disclosed was not in the budget."

I bring this up for those pursuing online video to say that sometimes the sets themselves can be an attractant. The lack of lavishness itself can be a draw to those wanting something more real and relative to their everyday lives; something I think  semi-professional video has to offer.

HBOlab has also recruited some of their creative people straight from YouTube.

Studies have shown that people want a more quality viewing experience than a lot of the grainy stuff offered by video-sharing sites, but not necessarily the slick, professional productions that are just an extension of Hollywood.

Something in between is what I think is going to be the future for online video. When I say that I'm excluding the downloads offered for movie and television shows. That's a different ballgame.

In reference to original, online content, I believe those that make it will be those creating something between the amateur and professional extremes. This looks like what HBOlab is trying to find. That should be our online video goal as well.