I can’t remember the route that got me there, but I’m glad I took the journey to the Open Video Alliance site. What is trying to be achieved is encapsulated in this linked to video available to watch there or download.
What is open video? is explained via the wiki pages http://openvideoalliance.org/wiki/?l=en :
Open Video is a broad based movement of video creators, technologists, academics, filmmakers, entrepreneurs, activists, remixers, and many others. When most folks think of “open,” they think of open source and open codecs. They’re right—but there’s more to Open Video than open codecs. Open Video is the growing movement for transparency, interoperability, and further decentralization in online video. These qualities provide more fertile ground for independent producers, bottom-up innovation, and greater protection for free speech online. YouTube and other online video applications are rightly celebrated for empowering end-users; however, online video lacks some of the essential qualities that make text and images on the web such powerful tools for free speech and technical innovation. Email, blogs, and other staples of the open web rely on ubiquitous and interoperable technologies that have low barriers to entry; they are massively decentralized and resistant to censorship or regulation. Video, meanwhile, relies on centralized distribution and proprietary technologies which can threaten cultural discourse and innovation. Open Video is about the legal and social norms surrounding online video. It’s the ability to attach the license of your choice to videos you publish. It’s about media consolidation, aggregation, and decentralization.