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Vertical Aspect Ratio

So I've been thinking about some of the many ways that mobile video and small portable capture and display could be used in new ways. The mere fact that with almost any smartphone you can watch and deliver streaming video is in itself revolutionary, but I'm surprised that I haven't seen more videos displayed in a 'vertical' aspect ratio. Granted, most subjects lend themselves to a horizontal, 16:9 or even 4:3 ratio, but haven't you ever been shooting something and felt the impulse to just flip the camera (or cameraphone) 90 degrees to fill the frame better? Of course, if the primary distribution method for such a video were a mobile device, then this would be a non-issue for the viewer, who would simply flip their phone the 90 degrees to correct this. I think that if youtube and other video sharing sites were to implement a 'vertical' option for displaying videos, then it would encourage people to feel comfortable shooting and displaying such video.
It seems that especially with the introduction of sites like qik.com and ustream.tv this option should be be implemented to give people more creative flexibility.
I think you can do something like this on vimeo already, but i'm not sure...
UPDATE: just searched for this topic in vimeo and youtube help. I found this thread (http://www.vimeo.com/forums/topic:7241#comment_659698) on vimeo, and basically found that there is not a way to rotate the display to go 3:4 or 9:16.

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