Content, conversation, context and:
Yes. It is important that you have control. NOT! It is important that your users have control. Let them paste your video player on to their own pages. Let them link directly to what you publish. Give them RSS feeds. Let them add your content to their pesonalized start pages. Let them mash up. Let them remix. Give your users an API so they can have fun with your content. People will do that anyway. Through hacks and technologies like greasemonkey.
Use creative commons. Of course you should not allow other commercial companies to simply take your content and use it for whatever they want, but through creative commons you can put restrictions without locking out all kinds of positive and traffic driving use on peoples blogs and pages.
But, never underestimate the power you’ll give your audience:
Link to article in Wired: Commercial Break
In a risky experiment, Chevrolet asked Web users to make their own video spots for the Tahoe. A case study in customer generated advertising.
…sorry. Now we’re all just confused. Yes, give away control, but not too much!