Viddler: Video fulfills its 'rich' media promise

Just been introduced to Viddler.com by colleague Andy Donovan and at first gawk I love it.
What viddler allows is the opportunity to move video from poor man's TV to the rich media it so often claims to be.
With Viddler you the (community formerly known as the) audience get to participate. You get to tag the video with your comments which can appear in a timeline as the video plays.
In short, it enables the conversation at in a low-barrier-to-entry way. You don't have to record a video response, edit it and upload it. You can simply comment - just as you might on a blog.
Neat.

It's the best example yet of what I was calling for in Video Is Poor Media - Until It Loses Its TV Envy.

"Wouldn't it be better if you could:

1. At least rate and comment on any video content (an absolutely minimum requirement).
2. Insert your comments as text overlaying the video at the point they were relevant (subtitles if you like).
3. Add your comments as video at any point you choose (upload a quick clip from your phone or webcam)
4. Insert other peoples videos to make their or your point
5. Add an image, or draw a picture, if that's the way you prefer to 'talk'.
6. Change the soundtrack to one of your own devising.
7. Connect to discuss in real time with other (like-minded) people watching it right now (youtube offers this without the brackets...)
8. Some other cool stuff you've just thought of (post as a comment!)
9. Save it all as your own version to post or share as and where you wish.