A new company that debuted at CES is looking to figure out a way to give users of web video (both content owners and viewers) exactly what each of them wants without ruining the experience for either side.
Shodogg wants to be the middleman of the video experience, tapdancing on the line between protective content owners and content-hungry users. If you have a web-enabled television (and if CES was any indication, that's a question of "when," not "if"), and you are playing a video on your iPad, you can send that video to the TV easily and as securely as possible. The idea is similar to what you have with AirPlay via the iPhone/iPad and Apple TV, except that Shodogg is intended to work with any smartphone and any web-enabled screen -- you can 'toss' your videos to the TV, control them with your phone-as-remote, and maintain playlists for yourself or share them with friends (like Boxee does now).
While Shodogg plans to support all varieties of handsets and screens, right now the company's signup-only alpha test is limited to the iPhone and to a small set of browsers. Participants in the alpha can try out the connected video playback features, but not all the bells and whistles will be working yet.
I am an optimist, so to me Shodogg is a very exciting thing: users and content providers both win, and I hope that all parties involved will be interested since it strikes a balance that seems to meet everyone's requirements.
Full disclosure: This particular company caught my eye because Seth Green was there representing them, because he is a Shodogg investor and advisor. We went to find out what they were about, and in speaking with Seth, it turns out they are trying to do something really interesting. Other advisors include the CEO of JibJab and an NBCU exec, so it is entirely possible this could be the thing that tips the scale for video consumption. You can check out the demo video below.