Rebranding Short Form Content

I think most people who are interested and/or involved in short form video content creation can agree that there is a general lack of cohesion and identity for projects produced for mobile and web platforms. This can be partially attributed to the fact that the space is relatively new and lacking in rules, definition and models. However, I think another large part of it has to do with the stigma that exists against short form content. A large part of the entertainment community still view short films and online content as inferior to the feature, or as merely a means to an end, which is again, the feature. Few people have embraced the idea of the short as an end in itself, and as a result, I think there is a lot of room for someone to take control of the concept and really define what digital short form content is. There are a few scattered story architects out there producing stunning and engaging content for web and mobile platforms--Laurent Tartour for one--who really seem to get it. However, they're concerned with the individual work, and not the overall identity. Until someone steps up and successfully tackles this ambitious branding crisis, I think web content will continue to be viewed as the bastard child of the feature, and never live up to its inherent populist qualities or commercial potential.

I'm not saying that any of the suggestions listed below are the right answer, or even the best answer, but I wanted to get the conversation started. What do YOU think the answer is? Leave your comments, please!

What Should Web and Mobile Platform Video Content Be Branded As?