(CNN) -- The future of television is changing before our eyes, as media giants scramble to stake their claims in the wilderness of Internet video.

Major studios, including Fox, NBC Universal, and Warner Bros. are moving quickly to establish Web sites for their premium video titles, in hopes of grabbing a growing audience of online video viewers.

It's an exciting time for couch potatoes and mouse potatoes alike, because nobody knows exactly how big audiences will consume video entertainment in the not-too-distant future -- whether it's on a mobile device, a laptop, a wall-mounted screen or something that hasn't been invented yet.

"Historically, the winners are the ones who embrace change," said Jason Kilar, CEO of Hulu.com, which was launched March 12 by the owners of Fox and NBC Universal.

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