Sufficiently engaged?
(Can someone check?)

As the online video space continues to develop character, new peddlers fast replace yesterday's promising ones, followed closely by businesses seeking to measure the sector.

Online music site Pitchfork is launching a music channel featuring concerts, interviews and other content contrived to bring independent ("indie") music to fans. It will also include full-length material like concert films and documentaries.

Moving out of the sector is Firebrand, which launched fairly recently under the premise that audiences would consume commercials as content.

The company, which produced reels of commercial highlights, has had its funding pulled. Staffers are dropping like flies.

Contributing to the who's-watching-what tracking game, Omniture is releasing a new set of tools that give marketers a sense of how online video triggers other consumer interactions. This includes everything from forwarding a video to completing an e-commerce transaction.