After long anticipation, Internet Video is finally going prime time. Today, Youtube and Netflix are among the most popular sites on the Internet; Olympics, World Cup, Presidential Inauguration, and world's most important events are broadcast live on the Internet; consumers can watch HBO, ESPN, and the world's premium video content over the Internet any time, any where, and on any device such as PC, Television, smart phone, and iPad. With this growth comes higher demand on the infrastructure, higher user expectation for quality, and the need to form profitable long-lasting business around Internet video. Conviva builds and operates a video optimization platform designed to address the challenges of large scale and high quality video delivery. We argue that (a) accurate viewer centric measurement is essential to optimizing video quality, and (b) we will achieve the best results only with a real-time control plane decoupled from the data plane that has a view of the entire audience and can control the delivery at an individual viewer level. In addition, we will share some of the findings from our analysis, which shows that a large portion of the audience experiences quality problems on a regular basis and that quality does impact viewer engagement. We will also share some of the experience we have gained through deploying this platform across a number of premium video sites. Host: Edward Knightly