Content, conversation, context and:
Control
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!
eirikso 
Are the users that use hacks and API’s the important users? They are not the masses. They just are the first users of new technologies. Give the masses original content and an easy way to get this content. Give the users an open source implementation and easy way of getting the content. Give gppvr.com, mythtv.org, etc. and other developers a plugin interface to NRK and other providers content.
Let the users have control and give them an easy way to have this control!
Actually, that tiny minority of highly advanced users are pretty important. On the internet you need to get the buzz going. Very often it’s the advanced users that get the buzz going. They open the door for the mainstream.