What is clear though, is that we need a baseline to work from - one standard format that (if all else fails) everything can fall back to. This doesn’t need to be the most complex format, or the most advertised format, or even the format with the most companies involved in its creation. All it needs to do is to be available, everywhere. The codec in the frame for this is Ogg Theora, a spin off of the VP3 codec released into the wild by On2 a couple of years ago. It scores quite well on both the quality and compression fronts, standing up respectably against it’s more popular rivals such as MPEG4, while actually being much simpler to decode. The overwhelming feature that makes it stand out from its rivals is the fact it’s free. Really free. Not just “free to use in decoders," or “free to use if you agree to this complicated license agreement," but really, honestly, genuinely, 100% free.