Last week, Google's YouTube announced early support for HTML5 video, which can be built directly into Web pages and viewed with browsers without relying on a plug-in such as Adobe Systems' Flash, Microsoft's Silverlight, or Apple's QuickTime. Another Web video site, Vimeo, followed suit. 
Native video on a Web page sounds nice, and many Web companies support the effort broadly. But there's one big devil in its detail: the HTML5 specification, still under development, doesn't say which "codec" technology should be used to encode and decode video, and different browsers and Web sites support different standards.
YouTube, which delivers vastly more video streams over the Web than any competitor, has come down on one side of the divide, supporting the H.264 codec for HTML5 video on its TestTube site. But after Google made the move, several involved in developing Mozilla's Firefox browser began preaching a royalty-free alternative called Ogg Theora.
Mozilla grew to its present status of second-place browser in large measure by the power of word of mouth, and there's evidence the Mozilla community has begun making itself heard. After an Ogg Theora petition request on a Mozilla mailing list, requests for Ogg Theora support are on both on the YouTube product top ideas and hot ideas list.
Google wouldn't comment on whether it plans to add Ogg Theora support or what it would take to convince it to do so. However, it did leave the door open.
"Support for HTML5 is just a TestTube experiment at this time and a starting point. We can't comment specifically on what codecs we intend to support, but we're open to supporting more of them over time. At the very least we hope to help further this active and ongoing discussion," the company said in a statement.
$5 million licensing fee
Mozilla would have to pay $5 million to license the H.264 codec from MPEG-LA, the industry group that oversees the technology, said Mike Shaver, Mozilla's vice president of engineering in a blog post, and that doing so wouldn't grant rights of those such as Linux operating system companies who build products employing Mozilla's browser.
"These license fees affect not only browser developers and distributors, but also represent a toll booth on anyone who wishes to produce video content. And if H.264 becomes an accepted part of the standardized Web, those fees are a barrier to entry for developers of new browsers, those bringing the Web to new devices or platforms, and those who would build tools to help content and application development," Shaver said.
Nothing requires only one video technology to prevail. After all, different graphics formats including JPEG, GIF, and PNG are in wide use today on the Web, and today's widely used Flash technology for video will remain a fixture for years.
But supporting multiple standards takes developer time and makes Web sites more complicated. So, in the absence of a prevailing standard, Web site developers are more likely to sit on the sidelines.
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