At the OMMA conference in New York, Ross Levinsohn, President of Fox Interactive Media, said that Fox is likely to start distributing more and more premium content online.

In a keynote address, Levinsohn talked about Fox's recent Web play for "The Simpsons," which involved placing a seven-minute clip from the show online in advance of the 18th season premiere of the series. In the three days that the Simpsons clip was available on Fox properties, it garnered 1.4 million streams. What's more, 80 percent of MySpace users watched five minutes of the clip, he added, while 50 percent of visitors who streamed the clip from Fox.com saw the entire video.

Because of that result, Fox now is contemplating initiatives for other types of premium video. "I think, what you're going to see going forward, is more and more of this," Levinsohn said.

But my favorite quote was this one:

"If Rupert Murdoch can give up control, I think anybody can give up control," he said. "If they don't let the consumer participate in it, it's not going to go anywhere."