I didn’t intend to imply that all you should do is a portal. You are right, giving people the ability to take it wherever is critical to developing a fan base. You should let your viewing communities form all over the place .

However note the mechanism I was talking about;

“You need not present this as a traditional portal, it’s really a mechanism that could even be a widget.”

Develop this functionality as a widget, and let your audience take the experience where they want to. I think there needs to be some serious innovation around an embed. Right now embeds are very much controlled by the video platform. I feel there needs to be some more freedom for the producer to control and customise the embed.