While many brands would like a viral video hit, getting one isn’t easy — and it is not free, says Seraj Bharwani who heads analystics for Visible Measures and Molly Sugerman, Director of Digital Innnovation at Horizon Media, the industry’s biggest independent media buying agency.

While “earned media,” meaning video which takes off virally, outside of a conventional media buy, is valued, it is not free, they explain.

This is an excerpt from the Beet.TV Video Leadership Series recorded earlier this week at the AOL Studios in New York.

You can find the entire, 75-minute program here.