Google officials proposed on Wednesday a standard video codec for the Web and again focused on the HTML5 specification as an advancement for Web-based media.

"Make no mistake about it," said Vic Gundotra vice president of engineering. "The Web is the most important platform of our generation, and it's become a platform controlled by none of us. It's the only platform that truly belongs to all of us."

As it has been prone to do for the past year, Google pitched HTML5 as a way to move the Web forward, bringing onstage officials from Web properties using HTML5, such as Clicker, which lists Web-based programming. Google also launched a Web video codec initiative, WebM, featuring the open source VP8 video codec format offered under a royalty-free license.

HTML5 has lacked a video codec, and WebM is attempt to provide a standard Web codec, Google's David Glazer, director of engineering, acknowledged. A solution is needed for encoding video for all browsers to understand, he said. "Now, there is a freely available, open source, open-licensed codec to do that," Glazer said.

WebM is being supported by other vendors, including browser builders Mozilla and Opera. Sorenson Media has announcing WebM support for all of its products, including the nexy version of its Squeeze encoding software and Squeeze Server platform.