"The Resistance" Lonelygirl15 Evolved

Beckett and Goodfried hope to capitalize on the sort of cult following that surrounded Lonelygirl15, but this time around they acknowledge they'll have to make some tweaks for mainstream audiences. "We've basically taken a ton of lessons that we've learned from Lonelygirl15 and KateModern, and we're applying it to this new series, trying to make it more accessible to a passive audience," Goodfried said in an interview. First off, he said, is to make one longer weekly episode instead of daily videos that can be tough to catch up on.

There will still be daily content, Goodfried explained. "During the week, rather than it being five videos that are these posts that the characters are making leading up to this episode, it's going to be a text blog, maybe a photo post. It's not all going to be video content."

As for Rose--the face that launched a thousand YouTube comments--she'll be starring in Sorority Forever, a new Web series produced by Warner Bros. for its forthcoming TheWB.com video hub.

Beckett and Goodfried said they haven't seen Sorority Forever. But they don't have a problem with big media capitalizing on the marketing and production tactics that small companies like Eqal conceived. "In general it's certainly great to have the big traditional people and new media companies producing content for this space," Beckett said. "It helps consolidate the medium, it makes advertisers feel more comfortable, and it just makes the market bigger."